Detroit Tigers, Miller Lite Reward Responsible Fans

Miller Lite and Detroit Tigers Reward Responsible Fans
Tigers’ fans took part in season-long designated driver campaignat Comerica Park
For Immediate Release
Contact: Jill Pepper, TEAM Coalition 703-647-7431
Karina Diehl, MillerCoors, (312) 496- 2973,
Laurie Leopold, (312) 577-1758,
DETROIT, Mich. (5/16/11) –When the Tigers hosted the Kansas City Royals for a three-game home stand this past weekend, Tigers fans had the unique opportunity to help prevent drunk driving and promote responsible alcohol consumption. Together, the Detroit Tigers, MillerCoors and TEAM Coalition educated fans about the importance of designating a driver and demonstrating responsible fan behavior. The message is simple: “Be Great. Designate.”“We know that many baseball fans enjoy a beer during the game,” said Diane Wagner, MillerCoors alcohol responsibility manager. “By working with organizations like TEAM Coalition, we help encourage fans to drink responsibly, use designated drivers and never drive drunk. 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.”

At each of the three games, fans who pledged to be designated drivers autographed an 8-foot tall baseball, signifying that they are the star players of responsibility. Designated drivers also received commemorative photos with the larger-than-life baseball.


Additionally, prior to the evening game on Saturday, May 14, fans who took the pledge also video recorded a responsibility message. The video clips will be part of a public service announcement (PSA) to air during the 2011 season on Comerica Park’s video board and on local broadcast stations. Video clips will also be e-mailed to each participant so their commitment to responsibility can be shared with friends, family and co-workers.

Fans who pledge to be designated drivers must be 21 years of age or older, provide responsible transportation for all members of their group and not purchase and/or drink alcohol beverages at the game or during their time as a designated driver

“Fans truly are the voice of the designated driver 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, and always having a designated driver. We are happy to partner with the Detroit Tigers and MillerCoors to help spread the message of responsibility.”

The designated-driver program kiosk at Comerica Park is located near the Brushfire Grill, Section 131, and near Gate B near Section 104. 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 prize, which will be announced in the middle of the 8th inning. The Detroit Tigers are proud to be one of the top five Major League Baseball teams that has had fans sign up to be designated drivers since the 2007 season.

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


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.

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.