"Diageo has a significant involvement in sports sponsorship through a number of its brands and our sponsorship activities provide a great opportunity to communicate responsible drinking messages to consumers in an engaging and meaningful way.
"We are delighted that some of the country's leading sports stars have partnered with us to help deliver these important messages."
As part of the initiative, consumers will have to opportunity enter a competition to take part in a mixed skills training session, which will be held in Dublin in mid-August, with Leinster and Ireland rugby stars Gordon D'Arcy and Shane Horgan and hurling legends Donal Og Cusack and Dan Shanahan.
The session will be facilitated by top Irish multi-sports trainer, Mike McGurn, and at the training session, consumers will learn core hurling and rugby skills.
They will also be given information about alcohol, about the effect of alcohol on the body and about how many standard drinks or units are in the drinks that people commonly consume.
Cork goalkeeper Cusack commented: "I am delighted to be associated with this campaign as it encourages people to think about what choices they make in relation to drinking or indeed not drinking.
"As players, we recognise our leadership position within the community and if we can help deliver these important messages then there are many positives to be gained."
The Pace Yourself initiative includes helpful hints and tips about alcohol, which are available on www.drinkaware.ie.
It will be supported by a radio promotion on the Right Hook show on Newstalk (106-108fm), as well as online activity.
Those interested in applying for a place on the training day should tune into the Right Hook show on Newstalk (106-108fm) all this week. You must be over 18 to enter.
There are also places to be won online. You can email your details (name, date of birth and contact information) to email@example.com to find out how to win. The closing date to enter online is Friday, August 6.