PEOPLE are being urged to drink in moderation while supporting England at Euro 2012.
Police and ambulance service bosses have issued the warning after research by Balance, the North East Alcohol Office, found supermarkets are targeting football fans with cheap drink deals.
The survey found that popular brands of alcohol are being sold in the big four supermarkets for as little as 32p per unit for lager (67p per can), which is 22p per can cheaper than in February 2011
26p per unit for cider (62p per can).
The survey also found multi-buy deals on three of the big four websites, with some offering three boxes for £20.
Jon Stoddart, Chief Constable at Durham Constabulary, said: “We know that alcohol can be purchased too cheaply and it can turn ordinary citizens into a burden on our police forces and our communities.
“Alcohol is a persistent problem that impacts on all disciplines throughout forces and unfortunately we do experience more problems when events like Euro 2012 are taking place.
“I hope football fans enjoy the event but also ensure that they stay in control and don’t exceed their limits.”
Colin Shevills, director at Balance, said: “We certainly aren’t against drinking alcohol during Euro 2012. The key is to have fun without drinking too much and not relying on alcohol to have a good time.”
Paul Liversidge, chief operating officer at North East Ambulance Service NHS Foundation Trust, said: “Events such as Euro 2012 are great, but it can have a huge impact on the ambulance service with increased alcohol-related incidents and call outs.
“People do get carried away and cheap alcohol is a major factor. This puts an enormous strain on the job we do. We would urge people to drink sensibly and consider the health implications and consequences, both in the short and long term.”