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
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:
Calgary Flames Hockey Club