QPR FC Backs Dry January® Challenge 2026 Why This Matters For Football Culture
QPR FC Backs Dry January® Challenge 2026 - Why This Matters For Football Culture
Queens Park Rangers Football Club (QPR FC) today announced its Official Supporter status of the Dry January® challenge 2026, teaming up with national charity Alcohol Change UK to encourage fans to take a month off alcohol, feel the benefits, and help raise vital funds for life-changing services.
The partnership includes a ‘Matchday Takeover’ of the Norwich City FC home game on New Year’s Day 2026 with big-screen messages, pre-match LED, concourse TV, programme editorial, social posts and promotion of Alcohol Change UK’s free Try Dry® app.
In addition, all other January home fixtures will include in-stadia big-screen and concourse TV support for Dry January® challenge: 4 January v Sheffield Wednesday FC; 24 January v Wrexham FC; and 31 January v Coventry City FC.
The club will be encouraging its supporters to take part, volunteer and fundraise via a dedicated QPR page or the Try Dry® app.
Nigel Jones, Lead Champion Sports for Alcohol Change UK and managing Director of Purple Tangerine, the agency that brokered the partnership, said: “It’s time for sports clubs to challenge outdated drinking norms. By supporting the Dry January® challenge, clubs like QPR can lead the way in encouraging positive change while deepening fan engagement.”
Daniel Laryea, Brand Manager, QPR FC, said: “QPR is a community club. Partnering with Alcohol Change UK lets us back our fans with something practical that improves their health and wellbeing, saves money and opens the door to an even more welcoming matchday for everyone. The Dry January® challenge is about choice, not judgement—and we’re proud to help normalise that choice in football.”
The Dry January® challenge is a powerful opportunity to change unhelpful cultures around alcohol and matchdays, helping to make the beautiful game more inclusive and relevant for all fans – especially women, younger people, families and those who don’t drink for religious, medical or personal reasons.
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. 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
In January 2025, 8.8 million people in the UK attempted a month without alcohol, and a further 8 million tried to reduce how much alcohol they drank, according to Alcohol Change UK / Censuswide polling, March 2025. This underlines the beginning of the year as a moment for a reset in people’s relationship with alcohol.
Danielle Houliston, Executive Director of Income & Engagement, Alcohol Change UK, said:
“After signing on as an Official Supporter of the Dry January® challenge, QPR FC is going to help us to put the football front and centre of the match day experience and the booze on the bench/sidelines next January. With 32% of people in the UK wanting to drink less this year, we at Alcohol Change UK are ready to welcome more people to our team, and QPR’s backing will help people make changes and feel the benefits themselves. Tools like our free Try Dry® app, daily emails and online groups make a real difference—doubling people’s chance of success and changing lives.”
CONTACT
Nigel Jones
Lead Champion Sport – Alcohol Change UK /. Managing Director, Purple Tangerine
+44 (0) 7980 213 122
Opportunities PDF - www.purpletangerine.com/downloads/DryJanuary.pdf
Official Sales Information - https://www.purpletangerine.com/clients/dryjanuary
Official Website - https://alcoholchange.org.uk/get-involved/campaigns/dry-january-in-your-community