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"This program underscores the fact that promoting responsible drinking is not just the responsibility of one group. By working together, sports leagues, concessionaires, brewers, and others can implement successful alcohol management training and awareness programs through TEAM Coalition."

--- Liz Tobin, Senior Director of External Affairs, Beer Institute
 
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RHIR Partners with the Arizona Cardinals

Chivas USA Embrace the
Responsibility Has Its Rewards
National Campaign at Regular Season Game

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"Fans Don't Let Fans Drive Drunk" was the universal cheer for Chivas USA fans during their regular season game against the Colorado Rapids on Friday March 26, 2010 at The Home Depot Center in Carson, CA.

Chivas USA and TEAM Coalition partnered to educate fans about the importance of designating a driverand demonstrating positive fan behavior. And the spokespeople for this important message were Chivas USA fans themselves.

  



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NATIONAL CAMPAIGN: Responsibility Has Its Rewards™

Chivas USA MESSAGE: Fans Don't Let Fans Drive Drunk

RHIR PARTNERS INCLUDE:
  • Chivas USA
  • TEAM Coalition (Techniques for Effective Alcohol Management)
WHO: Fans and the Community

WHAT: Chivas USA and TEAM invited fans to tape their own RHIR responsibility messages at the game at the Home Depot Center. 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: Home Depot Center

WHEN: Friday March 26, 2010

Chivas USA: http://web.mlsnet.com/t120/

TEAM Coalition: an alliance of professional and collegiate sports, entertainment facilities, concessionaires, stadium service partners, 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. www.teamcoalition.org

US DOT / NHTSA 2008 NATIONAL DATA:
  • In 2008, 11,773 people were killed as a result of alcohol-related (BAC > 0.08) car crashes, a decline of 9.7% from the 13,041 fatalities in 2007
  • 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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