Jameson has partnered with the advice group Drinkaware and former England footballer Jay Bothroyd to promote responsible drinking among football fans.

As an official partner of the English Football League, the Pernod Ricard-owned brand has enlisted ex-Cardiff City and Queen’s Park Rangers striker Bothroyd to lead this new awareness initiative.

Created by The Junxion, the ‘Know Your Limits’ campaign revolves around a 45-second video that directs viewers to the Drinkaware website, where they can access the ‘Drinking Check’ tool.

“After almost 18 months, our partnership with the EFL has become an integral part of Jameson’s DNA here in the UK and our collaboration with Drinkaware this January is the second campaign we have launched during this time to promote responsible drinking within British football culture,” said Josh McCarthy, Pernod Ricard UK brand director.

“At Jameson, we love a get together and live for the craic, and being responsible, which means being in control and knowing how much you’re drinking. Drinkaware’s Drinking Check tool is so easy to use and we are proud to have football legend Jay Bothroyd on board to help us drive maximum awareness and change behaviour.”

The campaign, set to run predominantly on digital platforms. It will feature on the websites of all 72 clubs across the EFL’s three divisions, as well as on social media channels.

Karen Tyrell, CEO of Drinkaware, commented: “We are delighted to be partnering with Jameson and former England international and football legend, Jay Bothroyd, to encourage football fans to take a moment and check their drinking habits.

“As clubs and supporters return from the festive break, it’s a perfect time to consider your alcohol consumption and ensure it’s not putting your health at serious risk. More than eight million people in the UK regularly drink above the chief medical officer’s recommended guidelines, and it’s crucial we work together to reduce that number.”