Alcohol free and low alcohol drink alternatives took centre stage at Bloomfield Road as Blackpool FC backed a campaign to help Seasiders fan make healthier choices.
Bosses at Blackpool FC have been encouraging the Tangerine Army to try alcohol free or low‑alcohol options as they watch their favourite team play at Bloomfield Road.
Blackpool FC’s home fixture against Peterborough United on Saturday saw the launch of ‘What’s Your Best Sub?’
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Working alongside leading leading alcohol charity Drinkaware and Budweiser Brewing Group (BBG), the club harnessed the language and the community of football culture to spread a message of moderation.
The event aimed to influence longer‑term moderation habits on matchdays by offering greater drink choices.
Nick Terry, Director of Commercial Development at Drinkaware, said: “Our mission is to reduce alcohol harm and make moderation the norm, and this brilliant initiative with Blackpool FC and Budweiser Brewing Group does exactly that.
“By encouraging small, achievable changes – whether that’s swapping to a no‑ or low‑alcohol drink, pacing, or planning ahead- we’re helping fans build healthier habits in a way that feels simple and sustainable. It’s a great example of the kind of community‑led action championed in the NHS 10‑year plan.”
Blackpool South MP Chris Webb lent his support to the project.
He said: “Blackpool continues to face some of the highest levels of alcohol‑related harm in the country, and campaigns like ‘What’s Your Best Sub?’ play an important role in shifting the dial.
“By using football, something that sits at the heart of our community, this partnership makes conversations about moderation more relatable and more accessible. I’m pleased to see Blackpool FC, Drinkaware and Budweiser Brewing Group working together to support moderation for fans and local residents.”
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Anne Toms, External Government Affairs Lead at BBG said: “Expanding choice for consumers is central to how Budweiser Brewing Group support moderation, and our partnership with Blackpool FC and Drinkaware brings this to life.
“We’re proud to collaborate on matchdays to promote greater choice through the power of football. Our long-standing partnership with Drinkaware, spanning more than 15 years, reflects this shared commitment to helping people make more informed decisions. By making great-tasting no- and low-alcohol options more visible and accessible, we’re enabling fans to enjoy the game in a way that suits them.”
Ross Morgan, Head of Marketing and Media at Blackpool FC said this collaboration shows how football can lead positive change.
He said: “By embedding moderation into the matchday experience, we’re helping to create a safer, more supportive environment for fans and the wider Blackpool community – and it’s great to have the support of our local MPs in championing this important work.”
