DRY JANUARY® CHALLENGE SEEKS OFFICIAL SPORTS CLUB PARTNERS
DRY JANUARY® CHALLENGE SEEKS OFFICIAL SPORTS CLUB PARTNERS
London, 3 April 2025 – Sponsorship consultancy Purple Tangerine has been appointed by Alcohol Change UK to secure Official Sports Club Partners for its renowned Dry January® challenge in 2026 and beyond.
This is a unique opportunity for Sports Clubs to align with a rapidly growing sober curiosity and mindful drinking movement - while strengthening connections with fans and communities in meaningful ways.
By partnering with the Dry January® challenge, Sports Clubs will help reshape the role of alcohol in sport, promote the health, wellbeing and life benefits on offer by making changes to our drinking habits and foster a more inclusive environment for players, staff and supporters.
By offering an alternative to traditional drinking cultures, clubs will create a welcoming space for all, thereby championing diversity, equity and inclusion and positioning their club as modern and progressive.
Launched by Alcohol Change UK in 2013, the Dry January® challenge has helped millions realise the physical and mental health benefits of taking a 31-day break from alcohol at the start of each year. In 2025 alone, the charity’s research found that 15.5 million people in the UK planned to go alcohol-free this January. Official partners play a key role in helping Alcohol Change UK reach, engage and support as many people as possible to have a richer experience and unlock maximum benefit.
Nigel Jones, managing director at Purple Tangerine and Lead Champion Sports for Alcohol Change UK, says: “It’s time for sports clubs to challenge outdated drinking norms. By supporting Dry January® challenge, clubs can lead the way in encouraging positive change while deepening fan engagement.”
HOW SPORTS CLUBS CAN CHANGE & SAVE LIVES
It costs just £1 to support someone through the Dry January® challenge by Alcohol Change UK, through its Try Dry® app, motivational emails, and online peer support groups - tools that double participants’ chances of having a completely alcohol-free month and achieving long-term changes to their drinking habits vs attempting to avoid alcohol on their own.
By becoming an Official Sports Club Partner, clubs can:
- Expand their reach to new, health-conscious audiences
- Support life-changing fundraising and volunteering initiatives
- Host engaging matchday and community events that inspire positive change and get
people thinking about their relationship with alcohol
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