- New Scottish programme, working in association with the UK’s leading alcohol charity Drinkaware, builds on Huddersfield FC programme to promote healthy lifestyles and reduce high risk drinking
HEINEKEN UK today announced a new Walking Football and Walking Netball partnership with Hearts FC in Scotland and Drinkaware, created to help people improve their health, confidence and social connection, while supporting moderation and reducing alcohol consumption.
Throughout the programme, local players will be invited to free weekly walking football and netball sessions with simple, engaging educational touchpoints about alcohol and wellbeing integrated into the experience. Participants will be offered the Drinkaware Drinking Check as well as ongoing light touch information about alcohol, helping them make small changes that add up to healthier habits.
The new programme follows a successful collaboration with Huddersfield FC which saw more than 120 men aged 50–87 taking part in weekly sessions and monitored over time for lifestyle changes. At the start, one-in-twenty participants were classed as high risk drinkers, and after six months, those reporting high risk drinking behaviours fell to zero. Over the same period, the proportion drinking within the UK Chief Medical Officers’ low risk drinking guidelines (not more than 14 units/week) rose by an average of 31%.
John, who took part in the Huddersfield walking football initiative, said afterwards:
“I’ve been moving more than I’ve done in years, have a new sense of community and a better understanding of healthy habits… I now alternate between alcoholic and alcohol free beer when doing rounds in the pub to help me drink in moderation.”
Sonia Thimmiah, Corporate Affairs Director at HEINEKEN UK, said: “Moderation works best when it’s easy and enjoyable. With the support of Drinkaware and with full-time refreshments with Heineken 0.0, this partnership uses the joy of both football and netball to help people move more, connect better and crucially reduce overall alcohol consumption as part of a healthier lifestyle.”
Nick Terry, Director of Commercial Development and Relationships at Drinkaware said: “By combining fun, accessible activity with practical tools like our Drinking Check, we’re empowering people to make sustainable changes when it comes to alcohol moderation. We know from the Huddersfield FC pilot that this initiative can have a significant impact on
people’s health and wellbeing, and we’re excited to work with HEINEKEN UK and Heart of Midlothian FC to scale that success.”
Rachel Mair, Programme Manager at Heart of Midlothian FC said: “Our club is at the heart of the community. Walking Football and Netball opens the door for people of all ages and abilities to rediscover the game they love, build friendships and adopt healthier habits. We’re proud to work with HEINEKEN UK and Drinkaware to bring this to Scotland.”
Walking Football & Netball participation continues to grow across the UK with the Walking Football Association estimating around 40,000 regular players in the UK and 4,500 in Scotland, across approximately 1,200 UK clubs/locations. England Netball show similar levels of participation in Walking Netball.