Major League Soccer, Budweiser, el Jimador and TEAM Coalition Encouraged Responsibility at the 2014 AT&T MLS All-Star Game


Major League Soccer, Budweiser, el Jimador and TEAM Coalition
Encouraged Fans to Be Responsible
at the 2014 AT&T MLS All-Star Game
For more information, contact:
Jill Pepper, TEAM Coalition 703-647-7431 or
Beth Kerley, Budweiser 314-765-2329 or
For Immediate Release
PORTLAND, OR. (August 7, 2014) – Major League Soccer (MLS), Portland Timbers, Budweiser, el Jimador and TEAM Coalition encouraged supporters to be responsible while attending the 2014 AT&T MLS All-Star Game on Wednesday, August 6, 2014 at Providence Park in Portland, Oregon and the Soccer Celebration on Sunday, August 3, 2014. Responsibility elements included the Budweiser Good Sport program, el Jimador responsible supporter program and the Responsibility Has Its Rewards sweepstakes.

Responsibility Has Its Rewards is an MLS league-wide sweepstakes which rewards one randomly–selected supporter who pledged to be a designated driver during the previous regular season with a trip to the All-Star Game. This year’s winner is Gabriela Rodriguez, a responsible San Jose Earthquakes supporter who attended the 2014 AT&T MLS All-Star Game with her guest, Cesar Leiva. Rodriguez was recognized on the field, serving as a representative of the 26,946 MLS supporters who pledged to be designated drivers last season.

“Major League Soccer is happy to support and continue to work alongside TEAM Coalition in support of the key objectives of improving the game day experience for all our guests, together with the extremely successful Responsibility Has Its Rewards and the Designated Driver programs,” said Ray Whitworth, Vice President of Operations & Security with Major League Soccer. “The work that TEAM continues to be involved in can only make our events safer and more secure for all attending and supporting soccer. We are privileged to be a partner with TEAM.”

Nearly 100 soccer supporters pledged to be responsible at the 2014 MLS Soccer Celebration. All soccer fans who visited the TEAM Coalition booth at Soccer Celebration received a souvenir photo displaying the responsibility message along with All-Star images.

“Anheuser-Busch has led our industry in promoting responsible drinking for more than 30 years and Budweiser Good Sport is one of our most visible programs, to remind fans who choose to drink, to do so responsibly and get their friends home safely,” said Kathy Casso, vice president, Corporate Social Responsibility at Anheuser-Busch. “We all drive the same streets after the game. This partnership with Major League Soccer, participating stadiums, concessionaires, TEAM Coalition and soccer fans continues to help share our message in every bottle: designate a driver and enjoy the great times.”

“We are excited about being part of TEAM Coalition and building upon our efforts to encourage responsible drinking at sporting events and concerts,” said Rob Frederick, Vice President and Director of Corporate Responsibility with Brown-Forman Corporation. “ We believe through collaboration we can more effectively promote positive fan behavior.”

MLS clubs promote responsible drinking among soccer supporters by implementing designated driver programs at their stadiums throughout the season and training employees in effective alcohol management.

“The success of the Responsibility Has Its Rewards campaign with Major League Soccer, Budweiser and el Jimador is a direct result of the commitment from the League, the MLS clubs, sponsors, concessionaires and all the campaign partners,” said Jill Pepper, executive director of TEAM Coalition. “Teamwork is what this campaign is all about. We are demonstrating that when everyone – including the fans – takes responsibility, everyone wins.”

About MLS
Headquartered in New York City, Major League Soccer is the top-flight professional soccer league in the United States and Canada. MLS features many stars from the U.S., Canada, and around the world. Major League Soccer’s 18th season features 19 clubs each playing 34 regular-season matches. Those clubs include the Chicago Fire; Chivas USA; Colorado Rapids; Columbus Crew; D.C. United; FC Dallas; Houston Dynamo; 2012 MLS Cup champion LA Galaxy; Montreal Impact; New York Red Bulls; New England Revolution; Philadelphia Union; Portland Timbers; Real Salt Lake; San Jose Earthquakes; Seattle Sounders FC; Sporting Kansas City; Toronto FC and Vancouver Whitecaps FC. New York City FC was unveiled May 21, 2013. For more information about MLS, log on to the league’s official website at

About Anheuser-Busch
For more than three decades, Anheuser-Busch and its nationwide network of wholesalers have invested more than $1 billion in national advertising campaigns and community-based programs to promote responsible drinking, prevent underage drinking and drunk driving and address college issues. For more information on these alcohol responsibility efforts and the progress being made, visit

About Brown-Forman
For 140 years, Brown-Forman Corporation has enriched the experience of life by responsibly building fine quality beverage alcohol brands, including Jack Daniel’s Tennessee Whiskey, Southern Comfort, Finlandia, Jack Daniel’s & Cola, Canadian Mist, Korbel, Gentleman Jack, El Jimador, Herradura, Sonoma-Cutrer, Chambord, New Mix, Tuaca, and Woodford Reserve. Brown-Forman’s brands are supported by nearly 3,900 employees and sold in approximately 135 countries worldwide.

About TEAM Coalition
TEAM Coalition is an alliance of professional and collegiate sports, entertainment facilities, concessionaires, stadium service providers, the beer industry, distillers, broadcasters, traffic safety experts and others working together to promote responsible drinking and positive fan behavior at sports and entertainment facilities. TEAM Coalition members and supporters include Major League Soccer, Major League Baseball, National Basketball Association, NASCAR, 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 Companies, 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.

For more information, go to,