What is FYFA?

FYFA is a joint initiative aiming to reduce underage drinking and heavy episodic drinking among young people, as both strongly affect the health and welfare of Europe’s population.

Sport is one of the most popular activities for young people in Europe, but is underappreciated as a target for policy and behavioural change. Sport reaches many different societal groups –peer leaders as well as vulnerable young people.

The promotion of alcohol through sporting sponsorships has established a platform for strong marketing, linking alcohol to sporting loyalties and positive experiences. We believe that decision-makers and sport leaders haven’t been attentive enough to the harm done by alcohol, or acknowledged that sponsorship links alcohol consumption with the health and vigour associated with professional sports.

Coaches, club officials and community leaders should have the best possible practices available to reduce underage drinking amongst the people in their charge.