|MINNEAPOLIS, Minn. (August 26, 2011) Minnesota Vikings fans at this week’s pre season game against the Dallas Cowboys will have an opportunity to serve as spokespeople for responsible behavior this season. The Vikings, MillerCoors, and TEAM Coalition are partnering to educate fans about the importance of designating a driver and demonstrating positive fan behavior. The message is simple: “Vikings Fans Don’t Let Fans Drive Drunk.”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
A public service announcement (PSA) produced from the videos recorded Friday will air throughout the 2011 season on the stadium’s video board and on local broadcast television. In addition, the video clips will be e-mailed to each participating fan so their moment of fame can be shared with friends, family and co-workers. Participants, along with other fans from across the National Football League who pledge to be designated drivers and demonstrate responsible behavior will have a chance to be selected as the Vikings Designated Driver for the Season.
“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 and always having a designated driver. We are happy to bring the Vikings and MillerCoors together 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, the National Football League (NFL), Major League Baseball (MLB), Major League Soccer (MLS), the National Basketball Association (NBA), and the National Hockey League (NHL).
“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,” said Kim Marotta, Vice President Corporate Social Responsibility for MillerCoors.
During Vikings games, fans 21 years of age or older may register at booths located at Sections 114 and 200. In appreciation of the commitment to getting their friends home safely, all participants in the MillerCoors Designated Driver Program will receive a wristband and are entered to win a Designated Driver prize courtesy of MillerCoors and the Vikings.
“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 Steve LaCroix, Chief Marketing Officer for the Minnesota Vikings. “We’re proud that so many of our fans have chosen to demonstrate responsible behavior.”
Vikings fans who embrace these goals have a unique opportunity to show their dedication to the Vikings 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.