A raft of emergency services were called to Central Pier this afternoon to rescue a man who is believed to have fallen off the pier.
An air ambulance, coastguard and ambulance services were all sent to the scene shortly after midday.
It was earlier commented locally that the man may have 'jumped for a bet' but this remains unsubstantiated.
A spokesman for Lytham Coastguard said: "This afternoon our coastguard rescue officers were called to Central Pier, Blackpool following reports that a male had fallen off the pier.
"Blackpool Council's Beach Patrol were first on scene who offered medical care until ourselves (Maritime and Coastguard Agency) and paramedics from North West Ambulance Service (NWAS) arrived.
"As part of a multiagency operation, a landing site was secured allowing the North West Air Ambulance (NWAA) to land on the beach where all Agency's assisted in the safe extrication of the casualty into the aircraft, who was then airlifted to Royal Preston Trauma Centre for further medical care."
Both NWAS and NWAA have been approached for comment.