When football fans visit Soldier Field, home of the Chicago Bears, during the 2010 season, they will see a giant 10-foot tall inflated football with an important message: “Great Beer, Great Responsibility - Bears Fans Don’t Let Fans Drive Drunk.” Fans can sign the larger-than-life football if they take a pledge to never drive drunk and always have a designated driver. The goal for the 2010 season is to cover every inch of the ball with the signatures of responsible Bears fans.
The ball is brought to the stadium through a partnership between MillerCoors, the Chicago Bears
and TEAM Coalition
to promote alcohol responsibility and help prevent drunk driving. Through the campaign “Responsibility Has Its Rewards”, NFL fans are encouraged to sign a pledge to be a designated driver and ensure a safe ride home from the game for their friends and family. Last season, 152,000 NFL fans at stadiums across the country participated in the designated-driver program.
“Alcohol responsibility is very important to the Chicago Bears and to the league in that we want our fans to enjoy alcohol responsibly,” says Bob Laskowski, director of fan services for the Chicago Bears. “It’s certainly a goal of ours that we don’t impede on anybody’s game day experience also. MillerCoors actually sponsors a training that all our staff goes through.”
“This is a great place for us to come and help ensure fans enjoy their experience. And that they get home safely,” says Jackie Woodward, Vice President of Marketing for MillerCoors. But MillerCoors and TEAM Coalition’s commitment to end drunk driving is not limited just to Chicago. “It’s been terrific to be partners with TEAM Coalition in stadiums across the country, as well as the Chicago Bears and many of the other 22 NFL teams that we sponsor.”
TEAM Coalition is a unique alliance of professional and collegiate sports, entertainment facilities, concessionaires, stadium service providers, the beer industry, broadcasters and governmental traffic safety experts. The nonprofit organization provides alcohol-training services in public assemblies and “responsible fan” educational materials.