Football fans urged to drink sensibly for World Cup

South Yorkshire Police said the force wants to ensure the football tournament stays a "fun, friendly and safe time for all in South Yorkshire" and would be employing "firm, fair and friendly" policing throughout.Superintendent Martin Scothern said: "South Yorkshire Police and partners' World Cup operation is designed to minimise the impact of unsocial behaviour and excessive drinking.

"I would like to reassure the public that we will do our utmost to create a safe environment in which to enjoy the football and that includes taking action against those who are violent either in pubs, on the street or in the home."

As well as creating a visible police presence in town centres and popular drinking areas, South Yorkshire Police has also been working with licensees.

Officers have been promoting safe drinking, encouraging bars to use polycarbonate glasses during England games and also advising licensees to consider using accredited security staff on match days. Sheffield's Drug and Alcohol Action Team has begun a campaign to make football fans aware of the need to drink responsibly. Posters, scratchcards and beer mats have been sent to pubs, bars and pharmacies to publicise the drive.

Jo Daykin-Goodall, director of substance misuse for Sheffield said: "We want to see Sheffield people enjoying the World Cup matches while recognising the need to drink responsibly. We believe this campaign will help make people more aware of the dangers of drinking too much by putting reminders in strategic places.

"If we can reduce the amount of alcohol consumed in Sheffield over the World Cup period through this campaign that will be a perfect result for us and hopefully the England team will have a perfect result as well."