World's most successful designated driver program launches at BMO Field
TORONTO, March 28, 2013 /CNW/ - As part of the new partnership between
Budweiser and Toronto FC, the Budweiser Good Sport Program - the sports
world's most successful designated driver program - is set to launch at
Toronto's FC home match on Saturday, March 30th.
At Toronto FC home games, Budweiser Good Sport will encourage fans to
volunteer as designated drivers to and from the stadium, and raise
awareness of fan responsibility. In partnership with stadium operators,
team owners and concessionaires, Budweiser will host kiosks at the
north and south end of the concourse to sign up designated drivers.
Fans who sign a pledge not to drink and drive will receive a free soft
drink and be entered in a draw to win a Budweiser Good Sport prize during the game. The program's message is
simple: "When you're a Good Sport, everybody wins."
Research shows that awareness resulting from designated driver programs
contributed to a decrease in drinking and driving in Canada in 2012.
At the same time, according to the Ottawa-based Traffic Injury Research
Foundation's annual Road Safety Monitor poll, the majority of Canadians
remain very concerned about drinking and driving.
"Budweiser Good Sport is about ensuring the safety of our fans," said
Toronto FC President and General Manager Kevin Payne, "Encouraging them
to sign up as designated drivers is an important step in making sure
good times end on a good note. We couldn't be happier about bringing
Good Sport to TFC games and being a part of this major co-operative
effort between our soccer club, the fans and Budweiser."
In addition to Major League Soccer, Good Sport also partners with teams
in Major League Baseball, the National Football League, the National
Basketball Association, and the National Hockey League. As the first
Major League Soccer team in Canada to participate, Toronto FC joins the
Toronto Blue Jays, the Winnipeg Jets, the Vancouver Canucks and the
Calgary Flames in its commitment to positively promote responsible
More than 630,000 fans signed up to be Budweiser Good Sport designated
drivers across nearly 100 Major League stadiums in Canada and the U.S.
during the 2011-2012 season alone.
"Budweiser wants TFC fans to have a great time at home games and enjoy
themselves responsibly," said Charlie Angelakos, Vice President of
Corporate Affairs, Labatt Breweries of Canada. "Labatt was the first
beer company in Canada to launch a responsible use campaign, and has
been an industry leader in the fight against drinking and driving ever
since. Today, as our number one brand, Budweiser stands behind our
commitment to moderation. While alcohol-related vehicle deaths have
been declining over the last two decades, even one is too many. Good
Sport is all about the need to eliminate drinking and driving."
About the Budweiser "Good Sport" Program
Good Sport educates fans about the importance of having a designated
driver through highly visible sign-up carts, signage in-stadium, and
public service announcements. Experience has shown that the visibility
of Good Sport materials not only increases participation, but also
contributes to overall awareness of moderation.
Good Sport has been a success because of its team approach - the team,
the facility, concessionaires and Budweiser. All partners are committed
to positively promoting responsible alcohol consumption, and
encouraging fans to step up and become designated drivers for their
family and friends. Good Sport includes "We. I.D." communication tools
for effective legal drinking age identification.
Game time for the Toronto FC home match on Saturday, March 30 is 2:00 p.m. EDT. For more information, visit torontofc.ca.\
Image with caption: "Budweiser and Toronto FC encourage fans to be Good Sports (CNW Group/BUDWEISER)". Image available at: http://photos.newswire.ca/images/download/20130328_C9149_PHOTO_EN_24904.jpg
Image with caption: "Budweiser and Toronto FC encourage fans to be Good Sports (CNW Group/BUDWEISER)". Image available at: http://photos.newswire.ca/images/download/20130328_C9149_PHOTO_EN_24909.jpg
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