TEAM Coalition Partners with the Milwaukee Bucks and Coors Light for Responsibility Has Its Rewards Promotion


TEAM Coalition Partners with the Milwaukee Bucks and
Coors Light for Responsibility Has Its Rewards Promotion
MILWAUKEE, WI (12/21/2013) – TEAM traveled to Milwaukee on Saturday, December 21st to reward Bucks fans who made the pledge to be designated drivers. Designated Drivers promise:

  • I am 21 years of age or older
  • I will provide responsible transportation for all members of my group
  • I will not purchase and/or drink alcohol beverages at this event or during my time as a designated driver

With Great Beer Comes Great Responsibility was the message for Bucks fans over the age of 21. Many fans made the designated driver pledge and filmed responsibility videos to be included in a Public Service Announcement. This announcement is being produced for broadcast on the BMO Harris Bradley Center video board, the Bucks website and local TV broadcasts.


“At MillerCoors, we believe that with great beer comes great responsibility and we’re thrilled to have Coors Light partner the Milwaukee Bucks and TEAM Coalition to help promote responsible alcohol consumption at the arena,” said Diane Wagner, alcohol responsibility manager at MillerCoors. “For many fans, enjoying a beer on game day is part of the NBA experience, and we want to encourage fans to enjoy the game responsibly and plan ahead for a safe ride home from the arena.”

“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 teams, beer companies and state offices of highway safety,” 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.”


Fans who made the designated driver pledge received a souvenir photo with a branded frame including the campaign partners’ logos and the campaign’s responsibility message.

NATIONAL CAMPAIGN: Responsibility Has Its Rewards™


  • Milwaukee Bucks
  • Coors Light
  • BMO Harris Bradley Center
  • TEAM Coalition (Techniques for Effective Alcohol Management)

WHO: Fans and the Community

WHAT: The Milwaukee Bucks, Coors Light and TEAM Coalition invited fans to tape their own RHIR responsibility messages at the December 21st home game against the Philadelphia 76ers. Fans read a script from a teleprompter and received a copy of their message electronically. Fans messages may be selected to be included in a broadcast public service announcement or arena video board announcement.

WHERE: BMO Harris Bradley Center

WHEN: Saturday, December 21st, 2013

Milwaukee Bucks:

About MillerCoors
MillerCoors brews, markets and sells the MillerCoors portfolio of brands in the U.S. and Puerto Rico. Built on a foundation of great beer brands and nearly 300 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second-largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, Coors Light and Miller Lite, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. The company offers a variety of leading craft and import brands, including Blue Moon and Leinenkugel’s, through its Tenth and Blake division. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in Chippewa Falls, Wisc., and two microbreweries, the 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. 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 members and supporters include the National Basketball Association, Major League Soccer, Major League Baseball, NASCAR, 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.


  • In 2012, 10,322 people were killed as a result of alcohol-related (BAC > 0.08) car crashes, an increase of 4.6% from the 9,865 fatalities in 2011
  • 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.

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