Responsible NASCAR Fans Rewarded at Richmond International Raceway


Responsible NASCAR Fans Rewarded at Richmond International Raceway
Miller Lite and TEAM Coalition Partner to Promote Responsibility at Track
For Immediate Release
Contact: Cat Corrigan, MillerCoors 312-496-5742 or
Jill Pepper, TEAM Coalition 703-647-7431 or
Aimee Turner, Richmond International Raceway 804-228-7507 or
RICHMOND, Va. (09/08/2014) – Responsible NASCAR fans earned valuable rewards at the Federated Auto Parts 400 at Richmond International Raceway on Saturday night. Miller Lite and Techniques for Effective Alcohol Management (TEAM) Coalition partnered to promote responsible drinking and traffic safety at RIR.Before the race, 155 fans made the pledge to be a designated driver for their group. All of them had the opportunity to receive a free souvenir photo, autograph a graffiti board and enter for a chance to be selected as the Designated Driver of the Race. One randomly selected responsible fan will win the Responsibility Has Its Rewards sweepstakes. The grand prize includes tickets and a VIP experience for two people at the Spring 2015 NASCAR Sprint Cup Series™ race at Richmond International Raceway and an autographed Brad Keselowski car hood.The Designated Driver for the Race from the April 26, 2014 Toyota Owners 400 NASCAR Sprint Cup Series™ race at RIR, Carla Blanchard, received a pair of tickets and a behind-the-scenes experience before the Federated Auto Parts 400. They also got to meet Brad Keselowski, driver of the #2 Miller Lite car and winner of that night’s race!
At the race, fans also had the opportunity to enter the Miller Lite and Ford Motor Company designated driver sweepstakes. Until the end of October, NASCAR fans who take a pledge to drink responsibly will be entered to win a 2014 Ford F-150®. To take the pledge to never drive drunk, fans can visit“We applaud those who signed the pledge to be a designated driver for their group during race weekend,” said RIR President Dennis Bickmeier. “It’s important for everyone to be responsible when choosing to consume alcohol while enjoying the race weekend at RIR.”“We believe that with great beer comes great responsibility, and we’re thrilled to partner with NASCAR, Richmond International Raceway and TEAM Coalition to help promote responsibility at the track,” said Diane Wagner, MillerCoors responsibility commerce manager. “For many fans, enjoying a beer on race day is part of the NASCAR experience, and we want to encourage fans to enjoy the race responsibly and plan ahead for a safe ride home from the track.””The success of the Responsibility Has Its Rewards campaign is a direct result of the commitment from our members and all the designated driver program partners, including the tracks, brewers and beer distributors” 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 Richmond International Raceway
Richmond International Raceway, known as America’s Premier Short Track, offers exciting night racing action and a commitment to the fan experience. One of the most popular facilities among drivers and fans in all of motorsports, Richmond International Raceway annually hosts all of its major events—two NASCAR Sprint Cup Series races, two NASCAR Nationwide Series events and one NASCAR K&N Pro Series East race—under the lights on its ¾-mile D-Shaped oval. The unique layout consistently produces the thrill of side-by-side racing, coupled with high enough speeds for a superspeedway feel. Combined with first-class amenities (including the state-of-the-art Video Scoring Tower) and a focus on the fans, guests at Richmond International Raceway can expect lasting memories on each visit. For tickets to events at Richmond International Raceway, call 866-455-7223 or visit online. Like us on Facebook and follow us on Twitter @RIRInsider.

About MillerCoors
Through its diverse collection of storied breweries, MillerCoors brings American beer drinkers an unmatched selection of the highest quality beers steeped in centuries of brewing heritage. Miller Brewing Company and Coors Brewing Company offer domestic favorites such as Coors Light, Miller Lite, Miller High Life and Coors Banquet, as well as innovative new products such as Miller Fortune. Tenth and Blake Beer Company, our craft and import division, offers beers such as Leinenkugel’s Summer Shandy from sixth-generation Jacob Leinenkugel Brewing Company and Blue Moon Belgian White from modern craft pioneer Blue Moon Brewing Company. Tenth and Blake also operates Crispin Cidery, an artisanal maker of pear and apple ciders using 100 percent fresh-pressed American juice. The company imports world-renowned beers such as Italy’s Peroni, the Czech Republic’s Pilsner Urquell and the Netherlands’ Grolsch. MillerCoors also offers pioneering new brands such as Redd’s Apple Ale, Batch 19 Pre-Prohibition Lager, Third Shift Amber Ale and Smith & Forge Hard Cider. MillerCoors seeks to become America’s best beer company through an uncompromising promise of quality, a keen focus on innovation and a deep commitment to sustainability. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at, at or on Twitter through @MillerCoors.

About TEAM Coalition
TEAM Coalition is an alliance of professional and collegiate sports, entertainment facilities, concessionaires, stadium service providers, the beer industry, distillers, broadcasters, governmental traffic safety experts, and others working together to promote responsible drinking and positive fan behavior at sports and entertainment facilities. TEAM’s 21 members and supporters include NASCAR, Major League Baseball, Major League Soccer, the National Basketball Association, the National Football League, the National Hockey League, the National Collegiate Athletic Association, Aramark, Delaware North Companies Sportservice, Ovations Food Services, Beer Institute, National Beer Wholesalers Association, Anheuser-Busch, 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.

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