MLS and Partners Launch Responsibility Has Its Rewards Promotion


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TEAM Coalition Joins Major League Soccer,
Texas Department of Transportation, and Anheuser-Busch for Responsibility Has Its Rewards Promotion
         “Fans Don’t Let Fans Drive Drunk” and “Buckle Up, Every Trip, Every Time” was the cheer recited by soccer fans at the 2010 AT&T MLS All-Star Game and Soccer Celebration on July 28th. Major League Soccer, The Texas Department of Transportation, Anheuser-Busch and TEAM Coalition partnered to educate soccer fans about the importance of designating a driver, buckling up, and demonstrating positive fan behavior. Fans that stopped by the TEAM Coalition booth and made the pledge received a free souvenir photo along with a branded lanyard to commemorate the event.


NATIONAL CAMPAIGN: Responsibility Has Its Rewards™Angels Responsibility Day Message:

  • Buckle Up, Every Trip – Every Time
  • Fans Don’t Let Fans Drive Drunk


  • Major League Soccer
  • Texas Department of Transportation
  • Anheuser-Busch
  • TEAM Coalition (Techniques for Effective Alcohol Management)

WHO: Fans and the Community

WHAT: Major League Soccer, The Texas Department of Transportation, Anheuser-Busch and TEAM invited fans to make the responsibility pledge at Soccer Celebration outside Reliant Stadium prior to the MLS All-Star Game. Fans pledged to always buckle up, never drive drunk and always have a designated driver. In return, they received a free souvenir photo with a branded lanyard and carrying pouch branded with all the partners.

WHERE: Reliant Stadium, Houston, TX

WHEN: 2010 AT&T MLS All-Star Game

Major League Soccer:

Texas Department of Transportation:

Anheuser-Busch: Budweiser Good Sport is a comprehensive action plan for influencing fan behavior at sporting events. Anheuser-Busch developed the program in 1986 to help stadium operators, team owners and concessionaires promote positive fan behavior, responsible drinking and the use of designated drivers at sporting

TEAM Coalition: an alliance of professional and collegiate sports, entertainment facilities, concessionaires, stadium service partners, the beer industry, broadcasters, governmental traffic safety experts, and others working together to promote responsible drinking and positive fan behavior at sports and entertainment facilities.


  • In 2008, 11,773 people were killed as a result of alcohol-related (BAC > 0.08) car crashes, a decline of 9.7% from the 13,041 fatalities in 2007
  • 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.