Budweiser and Toronto FC encourage fans to be Good Sports

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 alcohol consumption.

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


For further information:

Olivia Zuccherato
(647) 688-6912

Jamie Deans
(416) 815-5445

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