Calgary Flames and Budweiser to launch Good Sport in-arena responsible consumption program

Good Sport encourages Flames fans to be designated drivers

CALGARY, March 27, 2013 /CNW/ - At tonight's game, the Calgary Flames, in partnership with Budweiser, will launch Good Sport - one of the sporting world's most successful designated driver programs.  Budweiser Good Sport encourages fans to volunteer as designated drivers to and from the arena, and helps to increase awareness of fan responsibility in partnership with stadium operators, team owners and concessionaires.

Good Sport also partners with teams in Major League Baseball, the National Football League, National Basketball Association, National Hockey League and Major League Soccer and is featured in nearly 100 major league stadiums in Canada and the U.S.  The message of the program is simple: "When you're a Good Sport, everybody wins."

"Budweiser wants fans to have a great time at all Flames games and an important part of that is helping ensure they do so responsibly," said Jeff Ryan, Director of Corporate Affairs, Labatt Breweries of Canada. "Labatt was the first Canadian brewer to launch a responsible use campaign and we have been industry leaders in the fight against drinking and driving ever since. Today, our number one brand - Budweiser - stands behind our drive for moderation. Good Sport will help reduce alcohol related vehicle deaths in Canada and is an important addition to our responsible use programs."

The centerpiece of Good Sport is the Designated Driver Program.  At every Calgary Flames home game, Budweiser and the Flames will host a booth where designated drivers can sign a pledge stating they will refrain from drinking during the game and will provide a safe ride home to their companions. The booth will be located on the west side of the concourse at Section 226 beside Guest Services.

"The safety and security of our fans is a priority and with Budweiser Good Sport, we're able to take that one step further by encouraging fans to sign up as designated drivers - it's a combined effort between our hockey club, the fans and Budweiser and we're thrilled to bring Good Sport to Calgary for the first time," said Ken King, President and CEO of the Calgary Flames.

In return for signing the Good Sport pledge, designated drivers will receive a free coupon for a soft drink and will be entered into a draw to win a Good Sport gift package. Winners will be announced during the third period. Throughout the game, Good Sport public service announcements will encourage fans to take the pledge to be a designated driver.

Awareness resulting from a variety of designated driver and other programs contributed to a decrease in drinking and driving in Canada in 2012.  According to the Ottawa-based Traffic Injury Research Foundation's annual Road Safety Monitor poll, Canadians in the Prairies are more concerned about drinking and driving than about any other societal issues. Moreover, 26.1 per cent of Canadians in the Prairies report they personally acted as a designated driver during 2011, the most recent year for which statistics are available.

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 stakeholders 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.

SOURCE: Calgary Flames

For further information:

Ilan Clemens
ilan@loudmouthcommunications.com
780-420-1555

Sean Kelso
Calgary Flames Hockey Club
(403) 777-1387
skelso@calgaryflames.com

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Calgary Flames

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