The Kopparberg shirt, which blocks 97.5% of UV rays, was made in response to stark findings around sun protection.

Its consumer survey revealed that nearly a third of Brits (29%) have experienced sunburn while watching football live or in pub gardens, and 59% admitting to sometimes skipping sunscreen at these events.

As the UEFA European Football Championship kicks off this week, the unique UPF40 football shirt will be handed out at select pubs across England and Scotland to keep fans safe.

Kopparberg will also give shirts away via social media competitions as the tournament progresses.

Featuring a large UVF rating and UV colour scale on the back, the shirts aim to raise awareness of the importance of sun protection.

Kopparberg will also be handing out SPF50 sunscreen samples and UV-reactive strawberry-shaped stickers that change color when it’s time to reapply.

The first wave of the campaign launched across TV and OOH in May.

Nancy Dales, brand manager at Kopparberg, said: “Kopparberg and summer are a perfect match. So, with sunnier days approaching, raising awareness about sun protection is important.

“We were surprised to learn that almost 6 out of 10 Brits neglect applying sunscreen every time they’re at a live football match or screening in a pub garden, which will be huge this summer with the EUROs.

“That’s why we’ve introduced our UPF40 football jerseys and a range of SPF products as part of our ‘Drink Responsibly This Summer’ campaign, through which we’re not just offering delicious refreshment on sunny days but also protection, ensuring that every outdoor experience is both enjoyable and safe.”

Andy Clough, joint ECD of Neverland said: There’s no VAR to call back UV rays, once the damage starts it’s tough to reverse. Now Kopparberg drinkers can stay protected watching the Euros, whilst looking pretty damn good too.”

Michelle Baker, CEO of the Melanoma Fund, said: “Sunburn doubles the risk of melanoma, the most dangerous forms of skin cancer, which is largely preventable by practicing proper sun safety like seeking shade, wearing protective clothing, and applying SPF30+ sunscreen.

“This is precisely why our partnership with Kopparberg is so important, highlighting these issues and responsible drinking along with sun-safe habits this summer.”