Chicago Fire Recognized as Winners of “You Hold the Key Never Drive Drunk” Designated Driver Challenge


CHICAGO, IL (02/27/2013) – The Chicago Fire were recognized at a luncheon today for winning the You Hold The Key Never Drive Drunk Designated Driver Challenge with the New York Red Bulls. Representatives from the Chicago Fire, Toyota Park, MillerCoors, Sodexo and TEAM Coalition gathered for the celebration.The You Hold The Key Never Drive Drunk Designated Driver Challenge tracked the number of fans who pledged to be designated drivers at all the 2012 regular season home games for both teams. Each fan who pledged to be a designated driver at Toyota Park earned the Fire three points in the challenge. The Fire outscored the Red Bulls 4,677 points to 3,819 points. Click here to see the final standings of the You Hold The Key Never Drive Drunk Designated Driver Challenge.
Chicago Fire won the Designated Driver Challenge. They were recognized by TEAM Coalition and MillerCoors on February 27, 2013.
(left to right) Kevin Brewer, Fan Experience Representative for Chicago Fire; Jose Cruz, Field Marketing Manager for Illinois with MillerCoors ; Joseph Lawler, Field Marketing Manager for Illinois with MillerCoors; Ron Acosta, Field Marketing Manager for Illinois with MillerCoors; Erin Kwiatkowski, Operations Specialist for Chicago Fire;Christian Smith, Account Executive of Partnership Marketing for Chicago Fire; Joshua Gilkey, Director of Operations for Sodexo; Candice Cuilty, Marketing and Club Operations Manager for Chicago Fire; Jessica Worley, Director of Corporate Partnerships for Chicago Fire; Morgan Holleran, Event Manager for TEAM CoalitionThe Fire, Toyota Park, MillerCoors and Sodexo have been working together successfully to offer fans the You Hold the Key Never Drive Drunk designated driver program for many seasons. In 2012 the partnership earned a greater than 600% increase in fan participation relative to the prior season. Overall, the Chicago Fire finished the season in sixth place in comparison to the rest of the MLS clubs.

“By working with organizations like TEAM Coalition, we help encourage fans to drink responsibly, use designated drivers and never drive drunk,” said Diane Wagner, MillerCoors Responsibility Commerce Manager. “We believe that with great beer comes great responsibility, and we want fans to enjoy the game, get home safely and remember the occasion for all the right reasons.”

“Teamwork is exactly what this organization is all about,” said Jill Pepper, executive director of TEAM Coalition. “Through the You Hold The Key Never Drive Drunk Designated Driver Challenge, we are demonstrating that when everyone – including the fans – takes responsibility, everyone wins.”

The designated driver program is just one component of the fan behavior initiatives offered by the Chicago Fire at Toyota Park. Other components include:

  • A Fan Code of Conduct posted in and around Toyota Park
  • Text messaging empowers fans to report disruptive behavior to security
  • Alcohol service policies including ID checks for fans who look 30 years of age or younger, no more than two alcoholic beverages per person per transaction and alcohol cut-off at the end of the halftime


About TEAM Coalition
TEAM Coalition is an alliance of professional and collegiate sports, entertainment facilities, concessionaires, stadium service providers, the beer industry, distillers, broadcasters, governmental traffic safety experts, and others working together to promote responsible drinking and positive fan behavior at sports and entertainment facilities. TEAM’s members and supporters include Major League Soccer, Major League Baseball, NASCAR, the National Basketball Association, National Football League, National Hockey League, National Collegiate Athletic Association, ARAMARK, Delaware North Companies Sportservice, Ovations Food Services, Beer Institute, National Beer Wholesalers Association, Anheuser-Busch, MillerCoors, Brown-Forman, Live Nation, National Association of Broadcasters, Contemporary Services Corporation, Elite, International Association of Venue Managers, Stadium Managers Association and the National Highway Traffic Safety Administration.

About MillerCoors
MillerCoors brews, markets and sells the MillerCoors portfolio of brands in the U.S. and Puerto Rico. Built on a foundation of great beer brands and nearly 300 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second-largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great-tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to Rocky Mountain cold refreshment. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light. The company also offers innovative products such as MGD 64, Miller Chill and Sparks. Through MillerCoors new craft and import company, Tenth and Blake, imports Peroni Nastro Azzurro, Pilsner Urquell, Grolsch and Molson Canadian and features craft brews from the Jacob Leinenkugel Brewing Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in Chippewa Falls, Wisconsin, and two microbreweries, the 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to create the best beer company in America by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.