A man has died after being found unresponsive in Blackpool town centre this morning, police confirmed.
Emergency services were called to Albert Road just after 5am, with the man taken to Blackpool Victoria Hospital, the force said in a statement.
He was pronounced dead a short time later.
Despite rumours to the contrary, police said the man's death was not being treated as suspicious.
Officers were working to identify him, with a file set to be passed to the coroner.
Several people contacted The Gazette to say the road was closed all morning, though it was re-open by this afternoon.
Nobody at the North West Ambulance Service (NWAS) could be reached for an immediate comment. A spokeswoman later said: "We did attend at 4.46am and conveyed a male to hospital."
The police statement, in full, said: "We were called shortly after 5am today (23 March) to reports a man had been found unresponsive on Albert Road in Blackpool.
"Emergency Services attended and the man was taken to Blackpool Victoria Hospital where he was sadly pronounced dead a short time later.
"His death is not being treated as suspicious and a file will be passed to the coroner.
"We are making enquiries to identify the man."