SOURCE: TEAM Coalition

Dallas Cowboys film fans for designated-driver program PSA

October 23, 2009 15:00 ET

TEAM Coalition Seeking Cowboys Fans to Film PSA

ARLINGTON, TX--(Marketwire - October 23, 2009) - Dallas Cowboys fans will have an opportunity to serve as spokespeople for responsible behavior at their regular season game on October 25th when they face off against the Atlanta Falcons at 3:15 p.m. CT. The Dallas Cowboys, MillerCoors, Legends Hospitality Management, and TEAM Coalition are partnering to educate fans about the importance of using a designated driver and demonstrating positive fan behavior. The message is simple: "You Hold The Key, Never Drive Drunk."

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 Dallas Cowboys 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.

"Giving fans the opportunity to be the voice of the Responsibility Has Its Rewards campaign personalizes the 'Fans Don't Let Fans Drive Drunk' message," said Jill Pepper, executive director of TEAM Coalition. "Teamwork is exactly what this campaign is all about, and through this program we are demonstrating that when everyone -- including the fans -- takes responsibility, everyone wins."

The 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 the National Football League (NFL), Major League Baseball (MLB), Major League Soccer (MLS), the National Basketball Association (NBA), and the National Hockey League (NHL).

"The Dallas Cowboys take the issue of alcohol management seriously and we are happy to join with Miller Lite and TEAM Coalition to help spread the word about the 'You Hold the Key Never Drive Drunk' designated-driver program and the message that 'Fans Don't Let Fans Drive Drunk,'" said Jerry Jones, Jr., Dallas Cowboys Executive Vice President and Chief Sales and Marketing Officer.

"MillerCoors has worked closely with professional sports teams like the Cowboys for more than two decades to encourage responsible consumption at sporting events, and to help prevent underage access to alcohol and drunk driving," said Kim Marotta, Vice President, Corporate Social Responsibility for MillerCoors. "We feel our participation in TEAM complements our overall responsibility initiatives."

The designated-driver program is one of several components of the alcohol management plan at Dallas Cowboys Stadium. In addition, alcohol management training for the venue's employees gives them the skills to observe fan behavior and serve alcoholic 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 alcoholic 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.

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

About TEAM Coalition

TEAM Coalition is an alliance of professional and collegiate sports, entertainment facilities, concessionaires, stadium service providers, 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. TEAM's members and supporters include the National Football League, Major League Baseball, Major League Soccer, the National Basketball Association, National Hockey League, National Collegiate Athletic Association, ARAMARK, Delaware North Companies Sportservice, Beer Institute, Anheuser-Busch, MillerCoors, National Beer Wholesalers Association, Live Nation, National Association of Broadcasters, Contemporary Services Corporation, International Association of Assembly Managers, and the National Highway Traffic Safety Administration.

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