Premier League clubs offer support for Be Clear on Cancer campaign

Four of the biggest football clubs in England have agreed to help Public Health England raise awareness of the key symptoms of bladder or kidney cancer.

The government's latest Be Clear on Cancer initiative encourages people to look for signs of blood in their urine, as research has indicated that 43 percent of people would wait until they had experienced this at least twice before they contacted their GP.

As such, the Premier League teams Liverpool FC, West Ham United FC, Southampton FC and West Bromwich Albion FC have agreed to help promote this message, particularly among men, who are at heightened risk from these forms of cancer.

Initiatives will include thermochromic posters in stadium urinals, campaign material about bladder and kidney cancers during match days, and public backing for the campaign from players and club doctors.

Sean Duffy, national clinical director for cancer at NHS England, said: "Knowing the signs and seeing your GP as early as possible can make a real difference and significantly improve the chances of surviving bladder and kidney cancer."

Around 17,000 people in England are diagnosed with bladder or kidney cancer each year, with men over 50 being at the highest risk.