Drinkaware has linked up with the Racecourse Association (RCA) to promote responsible drinking at major horse racing events across the country in a bid to address the growing problem of over drinking at some racing venues.
Drinkaware will help promote responsible drinking at Britain's race coursesThe Racecourse Association is the first sporting partner for Drinkaware
Drinkaware has linked up with the Racecourse Association (RCA) to promote responsible drinking at major horse racing events across the country in a bid to address the growing problem of over drinking at some racing venues.
The move is the first time Drinkaware has formally linked up with a sporting partner.
The partnership will be promoted at race courses across the country with a poster campaign carrying the message "Pace Yourself" with messages encouraging racegoers, according to the RCA, "to remain responsible with their alcohol intake and are designed to help maintain a friendly and relaxed atmosphere".
The "Pace Yourself" message will also feature in adverts broadcast via racecourse CCTV and will be printed on racecards.
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Responsible drinking will be a key feature of a day a the racing after link up with Racecourse Association |
Caroline Davies, the RCA's racecourse services director, said: "We are delighted to announce this partnership with Drinkaware to promote responsible drinking across British racecourses. This journey is one that we are proud to be embarking upon, especially as the first sport to be doing so. Racecourses are doing great work in this area, which we hope the independent input of Drinkaware will only go to help encourage and augment."
Lizzie Worth, partnerships manager at Drinkaware, said: "Drinkaware is looking forward to working with the Racecourse Association on the 'Pace Yourself' campaign. It has shown a great desire to display responsible drinking messages at their racecourses throughout the country and this link will continue to help people make informed choices, and support them to change their drinking behaviour for the better."
It is not the first time the RCA has looked to promote sensible drinking. In 2013 it gave a special award to Beverley Racecourse for a link up it had with a local mineral water supplier, Blue Keld, and the benefits of drinking water throughout a day of racing. It not only saw the sales of water and soft drinks rise on the day, but it resulted in a drop in alcohol related incidents and complaints.
The RCA also closely follows the Challenge 21 initiative.