SOURCE: TEAM Coalition

TEAM Coalition

June 12, 2009 13:07 ET

Kansas City Royals Seek Fans to Film Public Service Announcement

Fans Who Pledge to Be Designated Drivers Become Spokespeople for Responsibility

KANSAS CITY, MO--(Marketwire - June 12, 2009) - Royals fans at Sunday's home game against the Cincinnati Reds will have an opportunity to serve as spokespeople for responsible behavior. The Kansas City Royals, Anheuser-Busch, and TEAM Coalition are partnering to educate fans about the importance of using a designated driver, buckling up and demonstrating positive fan behavior. The message is simple: "Be a Good Sport, Designate a Sober Driver."

Fans must first make the Responsibility Has Its Rewards (RHIR) pledge to:

--  Always have a designated driver
--  Never drive drunk
--  Always buckle up

Those fans will have the opportunity to tape their own message about responsible behavior at the game. Public Service Announcements produced from the taping will air throughout the season on the Kauffman Stadium video board and on local broadcast TV. In addition, the video clips will be e-mailed to participants so their moment of fame can be shared with family and friends. Fans from across MLB who pledge and demonstrate responsible behavior have a chance to be selected as the Royals Designated Driver for the Season and may win tickets to the first game of the 2009 World Series® played at Kauffman Stadium should the Royals advance that far or a trip to the 2010 MLB All-Star Game® at Angel Stadium of Anaheim.

"Fans truly are the voice of the Responsibility Has Its Rewards campaign," said Jill Pepper, executive director of TEAM Coalition. "Everyone that attends a game plays an important role in alcohol management by drinking responsibly, following the fan code of conduct, always having a designated driver. We are happy to bring the Kansas City Royals and Anheuser-Busch together to help spread the message of responsibility."

The Good Sport designated-driver program is a key component of the responsibility initiatives that TEAM Coalition -- an alliance of professional and collegiate sports, entertainment facilities, stadium service providers, concessionaires, the beer industry, broadcasters, governmental traffic safety experts, and others working together to promote responsible drinking and positive fan behavior at sports facilities -- helps coordinate with professional sports leagues including Major League Baseball (MLB), Major League Soccer (MLS), the National Basketball Association (NBA), the National Football League (NFL), and the National Hockey League (NHL).

"Tying Responsibility Has Its Rewards to our season-long Good Sport program makes for a winning combination," said Carol Clark, vice president of Corporate Social Responsibility for Anheuser-Busch. "We're pleased to work with TEAM and the other program partners to recognize fans who look out for each other and make a designated driver part of their game plan. When it comes to preventing drunk driving, we're all part of the team."

The Good Sport designated-driver program is one of several components of the alcohol management plan at Kauffman Stadium. In addition, alcohol management training for stadium employees gives them the skills to observe fan behavior and serve alcohol beverages in compliance with local laws and in a manner designed to encourage responsible consumption. Alcohol service policies are enforced to ensure only fans of legal drinking age are served alcohol beverages. These combined efforts represent an alcohol management plan in which the fans, arena employees, corporate sponsors and team representatives all are working toward common goals -- promoting responsible alcohol consumption, positive fan behavior and traffic safety.

"The Kansas City Royals take the issue of alcohol management seriously. Game day should be safe and enjoyable for our fans, both at Kauffman Stadium and as they travel home after the games," said Toby Cook, Royals Vice President of Community Affairs and Publicity. "We're proud that so many of our fans have chosen to demonstrate responsible behavior and embrace the Good Sport designated-driver program."

On Sunday, fans who pledge to be designated drivers will have a unique opportunity to show their dedication to the Royals, because responsibility really does have its rewards.

TEAM's members and supporters include Major League Baseball, Major League Soccer, National Basketball Association, National Football League, National Hockey League, National Collegiate Athletic Association, ARAMARK, Delaware North Companies Sportservice, Beer Institute, Anheuser-Busch, MillerCoors, LiveNation, National Association of Broadcasters, Contemporary Services Corporation, International Association of Assembly Managers, and the National Highway Traffic Safety Administration.

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