100% Responsibly, How Phoenix Rising Supporters Celebrated Win with el Jimador


TEAM and el Jimador continued their partnership with Phoenix Rising FC (United Soccer League) to promote alcohol responsibility at the home match on June 29, 2018. Phoenix Rising FC faced Orange County and came out on top with a 1-0 victory on the field. And there were also plenty of winners off the field as supporters pledged always to have a safe ride home.

This was the second responsibility activation with el Jimador and TEAM at a Phoenix Rising FC game. Click the links below to see the blog posts from the other matches.

May 4, 2018 match

July 20, 2018 match

Before the match kicked off, 95 supporters autographed the larger-than-life responsibility ball and smiled for a souvenir photo, pledging to drink responsibly. Supporters shared their digital photos and the responsibility message by posting photos on Facebook and Twitter. The 54 photos were viewed 268 times, an average of 5 views per photo.

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Brown-Forman is committed to ensuring that fans enjoy our brands responsibly. It’s important to plan ahead and designate a driver before heading to the game. We are excited to partner el Jimador with TEAM Coalition and Phoenix Rising FC to more effectively promote positive fan behavior.<span class="su-quote-cite">Taylor Amerman, Corporate Responsibility, Brown-Forman</span>
The success of the Responsibility Has Its Rewards campaign is a direct result of the commitment from our members and all the responsibility program partners. Teamwork is what this campaign is all about. We are demonstrating that when everyone – including the fans – takes responsibility, everyone wins.<span class="su-quote-cite">Jill Pepper, Executive Director, TEAM Coalition</span>
Phoenix Rising FC
For more information, go to www.phxrisingfc.com
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, Finlandia, Jack Daniel’s & Cola, Canadian Mist, Korbel, Gentleman Jack, el Jimador, Herradura, Sonoma-Cutrer, Chambord, and Woodford Reserve. Brown-Forman’s brands are supported by nearly 3,900 employees and sold in approximately 135 countries worldwide. For more information go to www.Brown-Forman.com 
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 Brown-Forman, Major League Baseball, Major League Soccer, NASCAR, National Basketball Association, National Football League, National Hockey League, National Collegiate Athletic Association, Americrown, Aramark, Delaware North Sportservice, Legends, Spectra, Beer Institute, National Beer Wholesalers Association, Anheuser-Busch Companies, Constellation Brands, HEINEKEN USA, MillerCoors, Live Nation, National Association of Broadcasters, Contemporary Services Corporation, International Association of Venue Managers, Stadium Managers Association and the National Highway Traffic Safety Administration. For more information visit www.TEAMCoalition.org or www.FansDontLetFansDriveDrunk.org.

• In 2016, 10,497 people were killed as a result of alcohol-related (BAC > 0.08) car crashes, an increase of 1.7% from the 10,265 fatalities in 2015.

• 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.