Chicago White Sox, Miller Lite Reward Responsible Fans

Miller Lite and CHICAGO WHITE SOX Reward Responsible Fans
Chicago White Sox Rewarding Responsible Fans
Fans Who Pledge To Be Designated Drivers Are Spokespeople ForResponsibility
For Immediate Release
Contact: Jill Pepper, TEAM Coalition 703-647-7431
Karina Diehl, MillerCoors, (312) 496- 2973,
Laurie Leopold, (312) 577-1758,
CHICAGO, Illi. (June 20, 2011) – While the White Sox host the Chicago Cubs for a three-game home stand this week, White Sox fans at U.S. Cellular Field have the unique opportunity to serve as spokespeople for responsible behavior this season. The Chicago White Sox, MillerCoors, IDOT, and TEAM Coalition are partnering to educate fans about the importance of designating a driver and demonstrating positive fan behavior. The message is simple: “Be Great. Designate.” 
At each of the three games, fans who pledge to be designated-drivers will autograph a ten-foot tall baseball, signifying that they are the star players of responsibility. Designated drivers will also receive souvenir photos taken in front of the larger-than-life baseball. The border of the photos will include the responsibility message and the logos of program partners. ”


And on Monday night, fans who pledge to be designated drivers may record a responsibility message. The video clips will be used to produce a public service announcement (PSA) which will air throughout the 2011 season on U.S. Cellular Field’s video board and on local broadcast television.

Fans who pledge to be designated drivers must meet the following criteria:

  • Be 21 years of age or older
  • Provide responsible transportation for all members of their group
  • Not purchase and/or drink alcohol beverages at the game or during their time as a designated driver

All the video clips recorded on Monday will be e-mailed to each participating fan so their moment of fame can be shared with friends, family and co-workers.

“Fans truly are the voice of the Responsibility Has Its Rewards campaign” said Jill Pepper, executive director of TEAM Coalition. “Everyone that attends a game plays an important role in alcohol management by drinking responsibly, following the fan code of conduct, always having a designated driver. We are happy to partner with the Chicago White Sox, IDOT, and MillerCoors to help spread the message of responsibility.”

The designated-driver program is a key component of the responsibility initiatives that TEAM Coalition – an alliance of professional and collegiate sports, entertainment facilities, stadium service providers, concessionaires, the beer industry, broadcasters, governmental traffic safety experts, and others working together to promote responsible drinking and positive fan behavior at sports facilities – helps coordinate with professional sports leagues including, Major League Baseball (MLB), the National Football League (NFL), Major League Soccer (MLS), the National Basketball Association (NBA) and the National Hockey League (NHL).

“We know that many sport fans enjoy a beer during a game. By working with organizations like TEAM Coalition, we help encourage fans to drink responsibly, use designated drivers and never drive drunk. MillerCoors believes that with great beer comes great responsibility. We want fans to enjoy the game, get home safely and remember the occasion for all the right reasons.” Kim Marotta, Vice President Corporate Social Responsibility for MillerCoors.

The Designated Driver Program kiosk at U.S. Cellular Field is located behind home plate at the BTA Booth. Guests can also sign up on the 100 and 500 levels at the Guest Relations Booths behind home plate through the 2nd inning. Guests of legal drinking age, who hold a valid driver’s license, are eligible to become “Designated Drivers.” Our designated drivers receive a wristband and are entered to win a Designated Driver prize. The winner of the Designated Driver prize is announced in the middle of the 8th inning.

“IDOT is committed to the fight against impaired driving in Illinois, and actively supports the designated driver pledge at U.S. Cellular Field,” said Illinois Transportation Secretary Gary Hannig. “We hope all Illinois baseball fans thoroughly enjoy the cross-town rivalry game, and encourage all spectators to act responsibly.”

“We want every game day to be safe and enjoyable for our fans, both in the stadium and as they travel home after the games,” said Brooks Boyer, Chicago White Sox VP of Marketing. “We’re proud that so many of our fans have chosen to demonstrate responsible behavior.”

White Sox fans who embrace these goals have a unique opportunity to show their dedication to the White Sox and prove, once again, responsibility really does have its rewards.


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.

About TEAM Coalition TEAM Coalition members and supporters include Major League Baseball, the National Football League, Major League Soccer, National Basketball Association, National Hockey League, National Collegiate Athletic Association, Beer Institute, National Beer Wholesalers Association, MillerCoors, Anheuser-Busch, ARAMARK, Delaware North Companies – Sportservice, Ovations Food Services, International Association of Venue Managers, Stadium Managers Association, Contemporary Services Corporation, Elite Show Staffing, Live Nation, the National Association of Broadcasters and the National Highway Traffic Safety Administration.