Coors Light and TEAM Promote Responsible Drinking at 2020 Rose Bowl


While the University of Oregon and the University of Wisconsin showed the crowd an amazing game to start off the New Year, Coors Light and TEAM Coalition partnered to offer a multi-faceted alcohol responsibility promotion in advance of the 106th Rose Bowl game on January 1, 2020. Before kick-off, 298 fans smiled for souvenir photos after autographing the responsibility football. Each autograph represented a pledge never to drive drunk and always have a designated driver. The 95 photos were shared via email, text and social media and viewed 120 times.

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Each Rose Bowl fan who made the pledge to drink responsibly was also entered for the the chance to win a $100 Uber gift card. The program kicked off the new year with an excellent reminder that Responsibility Has Its Rewards.

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, including the venues, brewers, beer distributors and local non-profit partners. Teamwork is what this campaign is all about. We are demonstrating that when everyone – including the fans – takes responsibility, everyone wins.Jill Kiefer, Executive Director, TEAM Coalition

Molson Coors Beverage Company

TEAM Coalition


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