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.”
“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.”
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.
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.