Responsible NASCAR Fans Rewarded at Richmond International Raceway


Responsible NASCAR fans earned valuable rewards at the Federated Auto Parts 400 at Richmond International Raceway on September 10, 2016.  Miller Lite, Americrown and TEAM Coalition partnered to promote responsible drinking and traffic safety at RIR.


Before the race, 172 fans made the pledge to be a designated driver for their group. Fans who pledged received a free souvenir photo, instant prizes and a chance to be selected as the Designated Driver for 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 Toyota Owners 400 on April 24, 2017 at Richmond International Raceway.

Some lucky fans also had the chance to meet Brad Keselowski, driver of the No. 2 Miller Lite car, when he stopped by the tent for a meet-and-greet before the race.

We applaud those who signed the pledge to be a designated driver for their group during race weekend. It’s important for everyone to be responsible when choosing to consume alcohol while enjoying the race weekend at RIR.Dennis Bickmeier, President, Richmond International Raceway
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. For many legal drinking age 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.Diane Wagner, Responsibility Commerce Manager, MillerCoors
Americrown believes responsible alcohol consumption improves the fan experience at events. As a proud member of the TEAM Coalition, we use proven training tools to educate our service staff as well as our partners in venue management.  Each day, we pledge to operate with the highest integrity for the benefit of all stakeholders.Rishi Nigam, Vice President, Americrown
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, beer companies and state offices of highway safety. 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
Richmond International Raceway

TEAM Coalition

• In 2015, 10,265 people were killed as a result of alcohol-related (BAC > 0.08) car crashes, an increase of 3.2% from the 9,943 fatalities in 2014.

• 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.

TEAM Coalition