Fire Service Launches Road Safety Campaign Ahead Of World Cup Tournament

Nottinghamshire Fire and Rescue Service has launched a new road safety campaign ahead of the 2026 Men’s World Cup tournament, bringing together multiple partners from across the county to help everyone enjoy the tournament safely.

Running throughout June and July, the campaign promotes ways to stay safe, with a particular focus on road safety and the ‘fatal five’ risks.

Major sporting events like the world cup creates a great sense of community - people travel, meet friends, and come together to celebrate. However, they can also lead to increased demand on emergency services.

The campaign was launched on Monday 1 June at Nottingham Forest’s City Ground with an event for fire service staff and involved partners to get together and promote the campaign.

Community Engagement & Partnerships Manager at Nottinghamshire Fire and Rescue Service, Natasha Neale, highlighted the importance of striking the right balance between enjoyment and safety.

She said:

We want people to fully embrace the atmosphere that comes with the World Cup, but not at the expense of safety — especially on our roads.

“The majority of road traffic collisions are preventable and are linked to the Fatal Five behaviours, which continue to cause serious injuries and loss of life both in Nottinghamshire and the rest of the UK.

“Our priority is to keep our communities safe across the county. By working with football clubs and licensed venues, the Service is sharing clear, timely advice to help people make informed decisions, with a hope to reduce incidents which happen on our roads.”

Since 2020, Nottinghamshire Fire and Rescue Service (NFRS) has attended 3,467 road traffic collisions, with 2025 recording the highest number of incidents.

NFRS Group Manager, Jonathan Holford, said these figures reinforce the need to focus on prevention, particularly during busy periods like major sporting events. However, he also explained that working closely with licensed venues helps them prepare for an increase in visitors, ensuring they can offer safe, well-managed environments for people enjoying the matches.

He said:

By working with venues across the county, we’ve also been able to provide clear and visible safety messaging — including reminders about the dangers of driving under the influence of alcohol — helping people make safer choices at the right time.

“We would like to thank all of the venues we have visited so far ahead of the world cup, for their cooperation – this all adds to keeping our communities of Nottinghamshire safe.”

He stressed that many of these incidents could be avoided, with the campaign encouraging people to plan ahead — whether that’s arranging a safe way home or being more aware of the risks when travelling.

Partnership working is central to the campaign, with local football clubs and businesses helping to bring the messaging to life in a way that feels relevant and engaging.

Nottingham Forest welcomed the initiative and offered an amazing opportunity to host our launch event at their club, with Graham Murray, Nottingham Forest’s Head of Safety and Security, saying: “Football brings families, friends, colleagues, and neighbours together and the World Cup is always a special time for everybody who loves the game.

“In the midst of this excitement, we must also encourage everybody to behave responsibly and make the safest possible choices for themselves and those around them. We were pleased to welcome Nottinghamshire Fire and Rescue Service to the City Ground to launch this important campaign and we are fully supportive of their efforts to keep our communities safe.”

Notts County, who have just finished celebrating their league promotion, also emphasised the value of collaboration, with a spokesperson, adding: “Partnering with Nottinghamshire Fire and Rescue Service on this road safety campaign ahead of the World Cup is something we're proud to be involved in. Community safety is extremely important to us, and working together to bring this campaign to life has been a great example of how partnerships can create a positive impact.

“The involvement of the players has been particularly important, as they are people that many fans and young people look up to. By sharing this message through them, we hope to raise awareness of road safety and help encourage safer choices across our communities."

Mansfield Town’s Academy players took part in the campaign as they approach the age where driving becomes a reality—and with it, important responsibilities. A spokesperson said: “Mansfield Town F.C., alongside our Academy and Community Trust, are proud to have partnered on this important initiative with our young players. As they approach driving age, it is vital that they are equipped with a clear understanding of the real-world consequences of unsafe decision-making on the road, including the serious risks associated with drink-driving.

“We are committed to supporting the development of our academy players not only as athletes, but as responsible young people who can make a positive contribution to society.”

We also worked closely with Greene King, the country’s leading pub retailer and brewer, to ensure our key messages got far and wide. Michael Todd, Risk Manager at Greene King, said: “Major sporting occasions bring communities together, with pubs playing an important role in creating a safe and enjoyable atmosphere for fans.

“We’ve supported Nottinghamshire Fire and Rescue Service ahead of this summer’s football tournament to help ensure local venues are prepared for the potential higher footfall that can come with busy matchdays. By supporting this campaign and sharing important safety messaging, we hope everyone can enjoy the summer of sport responsibly and safely.”

Nottinghamshire Fire and Rescue Service would like to thank everyone for getting involved with this campaign – hopefully together, throughout the tournament, people will become safer on the roads of Nottinghamshire thanks to this partnership. You can see more about the campaign – including videos of all football clubs getting involved with a drink drive initiative – across our social media channels.

For more information on road safety, visit: www.notts-fire.gov.uk/community/outdoor-safety/road-safety/.