ALEXANDRIA, VA, (2/17/2015) – HEINEKEN USA announced today that it has joined Techniques for Effective Alcohol Management (TEAM) Coalition, an alliance that promotes responsible drinking and positive fan behavior at sports facilities. TEAM Coalition provides employee training in effective alcohol management and manages the Responsibility Has Its Rewards campaign which encourages sports and entertainment guests to have a designated driver. HEINEKEN USA’s membership expands the reach of the responsibility message, engage more guests of sports and entertainment events in the designated driver program.

“HEINEKEN is committed to promoting responsible drinking through our brands,” said Stacey Tank, Senior Vice President & Chief Corporate Relations Officer. “We are proud to join an organization that has a long history of success training facility employees and encouraging sports fans to be designated drivers. Now that Heineken is the new official beer of Major League Soccer, joining TEAM Coalition enhances our opportunities to reach MLS supporters with a very important message.”

TEAM Coalition is an alliance of 22 organizations, including professional and collegiate sports, entertainment facilities, concessionaires, stadium service providers, the beer industry, broadcasters, governmental traffic safety experts and others. Its members are united by their mission to enhance the entertainment experience, provide effective alcohol management training in public assembly facilities and promote responsible alcohol consumption through the use of positive messages that reward responsible behavior and help to reduce negative alcohol-related incidents both in facilities and on surrounding roadways, recognizing that the vast majority of fans are responsible.

Additionally, HEINEKEN USA, TEAM and MLS will partner to recognize the winners of the “Responsibility Has Its Rewards” sweepstakes for designated drivers at the league’s premier events – the 2015 AT&T MLS All-Star Game and MLS Cup 2015. Click here for more details about the “Responsibility Has Its Rewards” sweepstakes.

“The success of TEAM Coalition is a direct result of the commitment from our member organizations, the companies which promote messages of responsibility and guests who participate in designated driver programs,” said Jill Pepper, executive director of TEAM Coalition. “Teamwork is what this organization is all about. We are demonstrating that when everyone – including the fans – takes responsibility, everyone wins.”

HEINEKEN USA Inc., the nation’s leading upscale beer importer, is a subsidiary of HEINEKEN International BV, the world’s most international brewer. European brands imported into the U.S. include HEINEKEN, the world’s most international beer brand, Strongbow Hard Apple Ciders, Desperados, Amstel Light, and Newcastle Brown Ale. HEINEKEN USA also imports the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For the latest information on our company and brands, follow us on Twitter @HEINEKENUSACorp, or visit HEINEKENUSA.com.

About TEAM Coalition
Techniques for Effective Alcohol Management is a 501(c)(3) non-profit coalition that includes HEINEKEN USA, Major League Baseball, Major League Soccer, NASCAR, the National Basketball Association, the National Football League, the National Hockey League, National Collegiate Athletic Association, Aramark, Delaware North Sportservice, Ovations Food Services, Beer Institute, National Beer Wholesalers Association, Anheuser-Busch Companies, MillerCoors, Brown-Forman, the International Association of Venue Managers, Stadium Managers Association, Live Nation, Contemporary Services Corporation, Elite 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 www.TEAMCoalition.org.