FY 2025 Marketing & Communications Year In Review -

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TEAM Coalition supports the responsible fan programs offered in all member organization venues including Live Nation amphitheaters, MLS stadiums, NASCAR tracks, NCAA venues, NBA arenas, NFL stadium, and NHL arenas. These programs are the result of the hard work and generosity of the venue employees, concessionaires, and alcohol beverage sponsors. In 2025, more than 250,000 fans pledged to prevent drunk driving and ensure a safe ride home for their friends and family. The programs highlighted below demonstrate how TEAM Coalition works with our member organizations and partners to creatively educate fans about the role they play in alcohol responsibility.

EXAMPLES OF TEAM MANAGED DIGITAL RESPONSIBLE PLEDGE PROGRAMS

THERE’S NO SUCH THING AS FINE TO DRIVE

Source: HEINEKEN USA

HEINEKEN USA and TEAM Coalition are rolling out a new program with a super clear message: There’s No Such Thing as Fine to Drive. The responsible consumption initiative encourages everyone to remember that when you drive, never drink, especially when the sun’s still out. Why the focus? Research reveals that 60% of Americans ages 21 and over who enjoy day drinking admit to driving after consuming alcohol at these occasions.

HEINEKEN USA research found that just two-in-five (45%) Americans who day drink say their group has a designated driver every time they day drink, while one-in-ten (11%) never have or are one when day drinking.

“There’s No Such Thing as Fine to Drive builds on our longstanding commitment to responsible consumption, but with a fresh and culturally relevant approach,” said Maggie Timoney, CEO of HEINEKEN USA. “We’re connecting with people where they are, leaning into commonly used language to encourage smart, responsible choices around day drinking. Our goal is simple: to make a real difference by reminding everyone that when you drive, you should never drink.”

HEINEKEN USA surveyed 1,015 Americans ages 21 and over who drink at least occasionally and have a driver’s license. The survey uncovered a complex landscape of consumers’ daytime drinking and driving habits:

Roughly two-in-five (40%) Americans believe they are “fine to drive” after having two or more drinks, regardless of time of day.
About three-in-five Americans (58%) believe they are usually “fine to drive” if they eat a meal before, during, or after drinking, while about half (47%) believe they are usually “fine to drive” if they drink water between alcoholic beverages.
When looking at popular day drinking occasions among Americans who have used designated drivers, just 20% say they’re most likely to use a DD for after day drinking at brunch, compared to 67% of Americans who are most likely to use one when they drink at a nightclub or bar.
Less than half (41%) of these same consumers say they are most likely to use a DD when drinking at Fourth of July celebrations (a popular day drinking occasion), about a third (32%) for sporting events, and around one-in-four (26%) for beach or park outings.