Social Impact & Volunteering

Enjoy 100% Responsibly: Brown-Forman Joins TEAM Coalition

Launches Responsibility Efforts at Major League Soccer’s MLS Cup 2011(TM)
Nov 21, 2011 3:30 PM ET

(3BL Media / theCSRfeed) Los Angeles, CA - November 21, 2011 - Techniques for Effective Alcohol Management (TEAM) Coalition and Brown-Forman announced today that Brown-Forman is the newest member of the non-profit organization dedicated to the promotion of responsible drinking and positive fan behavior at sporting events and concerts. Brown-Forman is the twenty-first member organization.

“We are excited about this opportunity to work with the other members of TEAM Coalition and build upon our efforts to encourage responsible drinking,” said Brown-Forman’s Director of Corporate Responsibility, Rob Frederick. “Sporting events and concerts should be safe and fun for everyone, and I believe through collaboration we can more effectively promote positive fan behavior.”  

TEAM Coalition is an alliance of 21 organizations which includes professional and collegiate sports, entertainment facilities, concessionaires, stadium service providers, the beer industry, distillers, broadcasters, governmental traffic safety experts and others. Its members are united by their mission to provide effective alcohol service training and promote responsible alcohol consumption to enhance the entertainment experience while reducing alcohol-related instances in facilities and on the road.   At MLS Cup 2011, TEAM Coalition and El Jimador (the official tequila of Major League Soccer) promoted responsibility through several offerings to fans.

  • At all entry gates to Home Depot Center, fans received Code of Conduct cards written in English and Spanish. The cards communicated the pledge from MLS to protect fans’ rights, what behaviors are expected of fans, the consequences of violating the code of conduct and the responsibility message of El Jimador tequila – Enjoy 100% Responsibly.

  • At the Soccer Celebration outside Home Depot Center before the game, adult fans had the opportunity to pose for photos.  First, fans had to pledge to never drive drunk, always have a designated driver and never provide alcohol to those under the legal drinking age. In exchange for making that promise, fans received the souvenir photos of their group printed with the responsibility message and event logos on the photos. The keepsakes acted as a reminder of the fans’ pledge to be responsible and the amazing experience they had at MLS Cup 2011.

  • Finally, responsible adult fans also had the opportunity to autograph a larger-than-life soccer ball. As the celebrities of responsibility, it was the autographs of those responsible fans that were the most highly sought after at Home Depot Center on Sunday.

“Providing a safe environment for our fans is one of Major League Soccer’s top priorities. Partnering with our sponsors like El Jimador to communicate a positive message is a win for everyone involved,” said Evan Dabby, MLS Senior Director of Operations and TEAM Coalition third Vice Chairman. “We’re pleased to be the first league member of TEAM to work with the newest member of the Coalition to promote responsible habits.” 

"Expanding our membership is a critical component to the continued success of TEAM Coalition. As our newest member, Brown-Forman has already demonstrated its support of our mission through a commitment to responsible drinking at MLS Cup 2011TM,” said Jill Pepper, executive director of TEAM Coalition. "Bringing member organizations together to promote responsibility is what TEAM Coalition is all about. We are demonstrating that when everyone – including the fans – takes responsibility, everyone wins."   About Brown-Forman For 140 years, Brown-Forman Corporation has enriched the experience of life by responsibly building fine quality beverage alcohol brands, including Jack Daniel's Tennessee Whiskey, Southern Comfort, Finlandia, Jack Daniel's & Cola, Canadian Mist, Korbel, Gentleman Jack, El Jimador, Herradura, Sonoma-Cutrer, Chambord, New Mix, Tuaca, and Woodford Reserve.  Brown-Forman's brands are supported by nearly 3,900 employees and sold in approximately 135 countries worldwide.   For more information about the company, please visit http://www.brown-forman.com.   About TEAM Coalition TEAM Coalition is an alliance of professional and collegiate sports, entertainment facilities, concessionaries, stadium service providers, the beer industry, distillers, broadcasters, traffic safety experts and others working together to promote responsible drinking and positive fan behavior at sports and entertainment facilities. TEAM Coalition members and supporters include Brown-Forman, Major League Soccer, Major League Baseball, NASCAR, National Basketball Association, National Football League, National Hockey League, National Collegiate Athletic Association, ARAMARK, Delaware North Companies – Sportservice, Ovations Food Services, Beer Institute, National Beer Wholesalers Association, Anheuser-Busch Companies, MillerCoors, Live Nation, National Association of Broadcasters, Contemporary Services Corporation, Elite Show Services, International Association of Venue Managers, Stadium Managers Association and the National Highway Traffic Safety Administration.   For more information, please visit www.TEAMCoalition.org or www.RHIR.org.   BF19004