Swedish brewery Kopparberg is distributing UV-blocking football shirts to Euro fans to support the Melanoma Fund.

Featuring a high UVF rating and UV colour scale, the shirts are designed to highlight the importance of sun protection. In addition to the shirts, Kopparberg will also give out SPF50 sunscreen samples and UV-reactive strawberry-shaped stickers that change colour to remind wearers to reapply sunscreen.

The activation is part of Kopparberg’s wider ‘Drink responsibly this summer’ campaign which launched ahead of the late May Bank holiday. Following research showing that skin cancers are the most common form of cancers facing young people in the UK(1) and that melanoma incidence rates have increased in the UK by almost a third in the last decade(2) Kopparberg – the unofficial official drink of the British Summer– partnered with the charity Melanoma Fund to encourage consumers to drink responsibly in the sun this summer.

This initiative, developed in collaboration with the Melanoma Fund and long-term lead creative and brand strategy agency Neverland, was prompted by a Kopparberg survey revealing that 29% of the 2,000 respondents had suffered sunburn while watching football live or in pub gardens, with more than half also admitting to skipping the sunscreen entirely.

Kopparberg will distribute the shirts at various pubs and bars in London, Leeds, Glasgow, and Dundee, as well as through its social media channels starting this weekend for the first Euros games.

(1) Data from Cancer Research UK – https://www.cancerresearchuk.org/health-professional/cancer-statistics/young-people-cancers/incidence#heading-Three

(2)  Data from Melanoma Fund – https://melanoma-fund.co.uk/about-melanoma/