Football League To Reward Non-smokers

The Football League has struck an innovative sponsorship deal with nicotine
replacement brand Nicotinell which will see clubs and their fans rewarded for
going ‘smoke free’.

The two-year contract, worth a six-figure sum, sees Nicotinell installed as
the official nicotine replacement therapy of The Football League and will look
to engage football fans to help them give up smoking in line with the new
smoking ban affecting stadiums across the UK.

The contract, negotiated by agency MEC Sponsorship, will see Nicotinell
products made available in club shops at grounds. In addition, fans will be able
to win up to £30,000 for their club and prizes for themselves by going smoke
free.

A website, www.keepthefire.co.uk/football,
has been created for fans pledging to quit with those who register receiving
points depending on how their ‘smoke free’ attempt is progressing.

The points won will be consolidated into a constantly updated league table
for each division, and towards the end of the season the two clubs at the top of
each division will win a cash prize.

The winning clubs will then present three options for spending the money,
which ranges between £10,000 and £30,000 and the fans will choose how the money
is allocated.

Of the 16m fans annually attending Football League games, it is estimated
that up to a quarter of those attending matches are smokers.

The Football League has made all club grounds ‘smoke free’ zones, a decision
that exceeds current government legislation in this area.