Jameson signs Alan Curbishley for Drinkaware campaign
Irish whiskey Jameson has brought its Know Your Score campaign back for a second year, starring former EFL manager Alan Curbishley.
The campaign was created in partnership with UK alcohol charity Drinkaware and offers a free three-minute drinking check, which is taken online and provides a personalised drinking score and advice on moderating alcohol consumption.
It uses football culture to get fans to check their drinking habits and also have more open, honest conversations about alcohol.
The campaign debuted last year and featured English former footballer Jay Bothroyd, with the check completed more than 9,000 times in its first day alone.
Curbishley, who fronts this year’s edition of the campaign, is seen delivering the message with a ‘clever, humorous twist’, going from a motivational pre-match pep talk to a serious reminder on responsible drinking.
He said: “Football and drinking go hand in hand for many people, and when people are drinking and enjoying themselves, they don’t always recognise the potential harm. But we all need to be aware of our limits.
“That’s why I’m proud to be part of the Know Your Score campaign, to help people better understand their own drinking and get support for themselves or their loved ones if they need it.”
Jameson is an official sponsor of the English Football League (EFL) across the 2026/27 season. The brand will use the partnership to spread awareness of Drinkaware’s drinking check to football fans across the country.
The initiative is being activated across Drinkaware, Jameson Whiskey and EFL clubs’ digital channels.
Nick Terry, director of commercial development at Drinkaware, added: “The vast majority of people in the UK drink alcohol in moderation, however, our data still tells us more than eight million people in the UK regularly drink above the chief medical officers’ low-risk guidelines.
“Further reducing that number is a huge challenge, and it’s one we know we can’t tackle alone. Our partnership with Jameson Whiskey shows the real impact that collaboration can have.
“Together through the award-winning Know Your Score campaign we’ve already reached thousands of football fans with engaging content and practical tools like the Drinking Check.
“By bringing together Jameson’s creativity and platform, with Drinkaware’s trusted advice and tools, we’re able to connect with audiences in powerful new ways to make a meaningful difference.”
The free Drinkaware Drinking Check is available on the charity’s website.
The campaign’s video with Curbishley can be viewed below.
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