Responsible NASCAR Fans Have Great Taste at ISM Raceway


Responsible race fans earned valuable rewards at ISM Raceway near Phoenix, Arizona for the three days of NASCAR racing on November 8-10th, 2019. Miller Lite and TEAM Coalition partnered to promote responsible drinking and traffic safety at the track.

438 fans made the pledge to never drink and drive and always have a designated driver. All of them had the opportunity to receive a free souvenir photo, instant prizes and a chance to be selected as the Designated Driver of the Race. One randomly selected responsible fan will win the Responsibility Has Its Rewards sweepstakes. The grand prize includes two tickets and two VIP experiences to the next Monster Energy NASCAR Cup Series race at ISM Raceway.

Over the three-day event, 273 photos were taken in front of the responsibility wall featuring Brad Keselowski and the Stars Stripes and Lites Ford #2 that each fan autographed as their pledge never to drive drunk. The photos have been viewed 495 times via social media, an average of 1.8 views per photo.

ISM 2019-11-08 14-03-29PM
ISM 2019-11-09 13-36-03PM
ISM 2019-11-10 09-31-37AM
ISM 2019-11-10 09-35-17AM

We believe that the only way to celebrate is to do so responsibly. Through our designated driver program with ISM Raceway and TEAM Coalition, we are making sure that beer drinkers have a range of options to get home safely and prevent drunk driving.Diane Wagner, Alcohol Responsibility Manager, MillerCoors
The success of the Responsibility Has Its Rewards campaign is a direct result of the commitment from our members and all the designated-driver program partners, including the tracks, beer companies and state offices of highway safety. Teamwork is what this campaign is all about. We are demonstrating that when everyone – including the fans – takes responsibility, everyone wins.Jill Kiefer, Executive Director, TEAM Coalition
TEAM Coalition
  • In 2018, 10,511 people were killed as a result of alcohol-related (BAC > 0.08) car crashes, an decrease of 3.6% from the 10,908 fatalities in 2017.
  • 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.
TEAM Coalition