Phoenix Rising FC Fans Live Respectfully And Enjoy 100% Responsibly with el Jimador and Jack Daniel’s


TEAM partnered with el Jimador, Jack Daniel’s and Phoenix Rising FC (United Soccer League) for year two of an alcohol responsibility promotion at the home match on Friday May 10, 2019. Phoenix Rising FC faced RGV Toros in front of a sold-out crowd and came out on top with a 3-1 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 first of two responsibility activations with el Jimador, Jack Daniel’s and TEAM at a Phoenix Rising FC games this season.

Before the match kicked off, 91 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 50 photos were viewed 83 times through forwarding texts and social media posts.

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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 and Jack Daniel’s with TEAM Coalition and Phoenix Rising FC to more effectively promote positive fan behavior.Taylor Amerman, Corporate Responsibility, Brown-Forman

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.Jill Pepper, Executive Director, TEAM Coalition

Phoenix Rising FC
For more information, go to

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 

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, MillerCoors, Live Nation, Lyft, National Association of Broadcasters, International Association of Venue Managers, Stadium Managers Association and the National Highway Traffic Safety Administration. For more information visit or

• In 2017, 10,874 people were killed as a result of alcohol-related (BAC > 0.08) car crashes, an decrease of 1.1% from the 10,996 fatalities in 2016.

• 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.