BEST PRACTICES ON DISPLAY: Carolina Panthers Responsibility Program


The Carolina Panthers did not let the pandemic stop them from promoting responsible drinking with their fans for the 2020 NFL season. The Panthers added the Responsibility Has Its Rewards (RHIR) sweepstakes to their website and app, allowing fans to pledge to be responsible for every Panthers game – home or away.

The effort was a partnership with Bud Light and TEAM Coalition. Fans who pledged were entered to win a Bud Light mini fridge. Four prizes were distributed during the season. A total of 998 Panthers fans participated.


Panthers Mobile App

The Carolina Panthers utilized the team app to connect with fans and encourage them to make the pledge to be responsible, wherever they were watching the game. Fans received push notifications encouraging them to make the pledge to be responsible and enter to win.

Fans were asked to provide their responsibility plan by sharing if they planned to:

  • Use a Designated Driver
  • Take a ride share
  • To be a Designated Driver

Email blasts were also shared with fans with the ability to register for the sweepstakes.

Responsibility at Bank of America Stadium 

For home games at Bank of America Stadium, the Panthers promoted the RHIR program in conjunction with Bud Light with ribbon board, video board and digital concourse board messaging. “Responsibility Has Its Rewards” and “Responsible Fans Win” appeared along with the Bud Light logo.

The success of TEAM Coalition is a direct result of the commitment from our member leagues, teams, stadiums, brewers and guests who participate in responsible fan programs. Teamwork is what this organization is all about. We are demonstrating that when everyone – including the fans – takes responsibility, everyone wins.Jill Kiefer, Executive Director, TEAM Coalition

TEAM Coalition
Techniques for Effective Alcohol Management is a 501(c)(3) non-profit coalition that includes the National Football League, Anheuser-Busch Companies, Major League Soccer, NASCAR, the National Basketball Association, Lyft, the National Hockey League, National Collegiate Athletic Association, Delaware North Sportservice, Legends, Spectra, Beer Institute, National Beer Wholesalers Association, Constellation Brands, HEINEKEN USA, Molson Coors, Brown-Forman, the International Association of Venue Managers, Stadium Managers Association, Live Nation, Aramark and the National Association of Broadcasters. TEAM Coalition receives grant support from the U.S. Department of Transportation’s National Highway Traffic Safety Administration. For more information, go to


  • In 2019, 10,142 people were killed as a result of alcohol-related (BAC > 0.08) car crashes, a decrease of 5.3% from the 10,710 fatalities in 2018.
  • Many, if not most of those lives would have been saved if people did not drive when they were impaired by alcohol or if they used sober, designated drivers or if they simply wore their seat belts.
  • Statistics and research clearly show that 21-34 year old males are the demographic most likely to be involved in an automobile crash, drive when impaired by alcohol and fail to buckle up.