TEAM Proudly Welcomes Newest Member: Heineken USA


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 and entertainment facilities. TEAM Coalition provides employee training in effective alcohol management to more than 50,000 employees of stadiums, arenas and performing arts centers each year. TEAM also manages the Responsibility Has Its Rewards campaign which encourages sports and entertainment guests to have a plan and prevent drunk driving, which may include taking Lyft, being a designated driver, having a designated driver or using public transportation. Since 2014, the annual count of sports fans and concert goers participating in responsible fan programs has exceeded 1 million.

HEINEKEN USA’s membership expands the reach of the responsibility message and engages more guests of sports and entertainment events in the responsible fan program. Heineken® 0.0 highlights the choice available to responsible drinkers to alternate drinks with the 0.0% alcohol. The position of Heineken® as the official beer sponsor of MLS as well as several MLS teams and other sports franchises, including the NHL New Jersey Devils, offers a multitude of opportunities to educate responsible drinkers about Heineken 0.0.

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.

HEINEKEN USA is excited to join TEAM Coalition. We have always been strong advocates of moderate consumption, through our campaigns, products and partnerships. TEAM Coalition has done tremendous work in promoting responsible drinking at sports stadiums, and we looking forward to become an active member. We are committed to help further amplify the important message of responsibility, and look forward to introducing even more sports fans to the perfect alcohol-free alternative with Heineken 0.0.<span class="su-quote-cite">Josephine Bertrams, SVP & Corporate Affairs Officer, HEINEKEN USA</span>

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 responsible fan programs. Teamwork is what this organization is all about. We are demonstrating that when everyone – including the fans – takes responsibility, everyone wins.<span class="su-quote-cite">Jill Kiefer, Executive Director, TEAM Coalition</span>

HEINEKEN USA Inc., the nation’s leading high-end beer importer, is a subsidiary of HEINEKEN International N.V., the world’s most international brewer. Key brands imported into the U.S. are Heineken® – the world’s most international beer brand, Heineken® 0.0 – an alcohol-free beer innovation, the Dos Equis Franchise and the Tecate Franchise. HEINEKEN USA also imports Amstel Light, Red Stripe, Tiger Beer, Strongbow Hard Apple Ciders, Birra Moretti, Bohemia and more. For news and updates, follow us on Twitter @HeinekenUSACorp, or visit 

TEAM Coalition
Techniques for Effective Alcohol Management is a 501(c)(3) non-profit coalition that includes HEINEKEN USA, Major League Soccer, NASCAR, the National Basketball Association, the National Football League, the National Hockey League, National Collegiate Athletic Association, Aramark, Delaware North Sportservice, Legends, Spectra, Beer Institute, National Beer Wholesalers Association, Anheuser-Busch Companies, Constellation Brands, Molson Coors, Brown-Forman, the International Association of Venue Managers, Stadium Managers Association, Live Nation, Lyft 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


  • In 2018, 10,511 people were killed as a result of alcohol-related (BAC > 0.08) car crashes, a 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.