RESPONSIBILITY HAS ITS REWARDS
Anheuser-Busch and the Bud Light brand have embraced TEAM Coalition’s Responsibility Has Its Rewards (RHIR) campaign for its responsible drinking messaging. RHIR is the new brand for the incredibly successful Anheuser-Busch Good Sport program.
Since 1986, Anheuser-Busch has supported the Good Sport program to help team owners, facility managers, concessionaires, event promoters, and wholesalers promote responsible alcohol consumption among adult sports fans. Good Sport showed the community that the team and the venue are committed to alcohol responsibility. By coordinating efforts among the team, venue, concessionaire and Anheuser-Busch, we all can help create a positive environment that encourages fans to act responsibly and respect the rights of others.
Most teams/venues have a published Fan Code of Conduct that addresses rules and expectations of fan behavior, with the objective of creating a positive fan experience. The Good Sport program is one component of the alcohol responsibility section of the Code.