Major League Soccer and Partners Encourage Fans to Be Designated Drivers at 2010 AT&T MLS All-Star Game

HOUSTON, TX–(Marketwire – July 30, 2010) –  “Responsibility Has Its Rewards” is an important message communicated at the 2010 AT&T MLS All-Star Game. Soccer fans are reminded to demonstrate positive fan behavior, drink responsibly, choose a designated driver and buckle up.

“One of Major League Soccer’s top priorities is the safety of our fans, and our partnership with TEAM Coalition is an excellent program that provides a positive message,” said MLS senior director of Operations Evan Dabby. “We’re pleased to work with TEAM Coalition to promote responsible habits.”

For the fifth consecutive All-Star Game, TEAM (Techniques for Effective Alcohol Management) Coalition offers soccer fans who make the pledge to be responsible a chance to win great rewards. TEAM Coalition connects MLS, ARAMARK and Anheuser-Busch with the Texas Department of Transportation to partner on this effort.

At the pre-game soccer celebration, hundreds of fans pledged to be responsible and received a souvenir photo that features campaign messages, partner logos and All-Star images on the photo border.

In addition, the Colorado Rapids “Designated Driver for the Season,” Larry Gloss, attended the 2010 AT&T MLS All-Star Game as the winner of the 2009 “Responsibility Has Its Rewards” sweepstakes for designated drivers.

“The success of the Responsibility Has Its Rewards campaign with MLS is a direct result of the commitment from the league, the Clubs and all the campaign partners,” said Jill Pepper, executive director of TEAM Coalition. “Teamwork is what this campaign is about. We are demonstrating that when everyone — including the fans — takes responsibility, everyone wins.”

TEAM Coalition — an alliance of professional and collegiate sports, entertainment facilities, concessionaires, the beer industry, broadcasters, governmental traffic safety experts, and others working together to promote responsible drinking and positive fan behavior at sports facilities — coordinated “Responsibility Has Its Rewards,” a league-wide promotion with Major League Soccer in support of existing designated-driver programs sponsored by concessionaires and brewers.

“As a founding member of TEAM Coalition, ARAMARK understands the importance of working closely with our clients and partners to ensure that fans have a great experience, an important part of which is the responsible consumption of alcoholic beverages,” said Marc Bruno, president of ARAMARK Sports, Entertainment & Conventions. “We remain fully committed to those we serve and the designated-driver program is an important component of the alcohol management program at Reliant Stadium.”

“Tying ‘Responsibility Has Its Rewards’ to our season-long Budweiser ‘Good Sport’ program makes for a winning combination,” said Kathy Casso, vice president of Corporate Social Responsibility for Anheuser-Busch. “We’re pleased to work with Major League Soccer, TEAM and the other program partners to recognize fans who look out for each other and make a designated driver part of their game plan. When it comes to preventing drunk driving, we’re all part of the team.”

TEAM Coalition members and supporters include Major League Baseball, Major League Soccer, National Basketball Association, the National Football League, National Hockey League, National Collegiate Athletic Association, Beer Institute, National Beer Wholesalers Association, Anheuser-Busch, MillerCoors, ARAMARK, Delaware North Companies – Sportservice, IAAM, Live Nation, the National Association of Broadcasters, Contemporary Services Corporation, Elite Show Staffing and the National Highway Traffic Safety Administration.

For more information, please visit http://www.TeamCoalition.org or www.rhir.org.

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