US sports fans rewarded for good behaviour

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By: Wise Marketer Staff |

Posted on April 4, 2006

US sports fans rewarded for good behaviour

A sports fan rewards programme with a difference has been launched by the Chicago White Sox, Major League Baseball, Miller Brewing Company, the Illinois Department of Transportation, RADD, and TEAM Coalition. The 'Responsibility Has Its Rewards' (RHIR) programme rewards those who drive responsibly with chances to win tickets to the 2006 World Series.

The aim of the rewards programme is to educate fans about the importance of designating a driver, buckling up, and demonstrating positive fan behaviour at all times. For the third season running, TEAM Coalition (an alliance of professional and collegiate sports, entertainment facilities, concessionaires, the beer industry, broadcasters, and government traffic safety experts) is coordinating the league-wide RHIR campaign.

Rewarding good behaviour The programme aims to support designated driver programmes sponsored by concessionaires and brewers, where fans have the chance to win tickets to the World Series in return for pledging and demonstrating responsible behaviour. Fans that participate in the designated driver programme at US Cellular Field have to pledge to get everyone in their group home safely after the game. Approximately 225,000 fans across the league pledged to be designated drivers during the 2005 season, and over 3,500 Sox fans participated in the designated driver programme offered at US Cellular Field.

Designated driver goal The goal for the 2006 season is to get at least 5,000 White Sox fans to participate in the designated driver programme. Season-ticket holders were reminded about the designated driver programme when they received their tickets, with the inclusion of a White Sox 'House Rules for Guests' note, which highlighted the RHIR guidelines for positive fan behaviour and the locations of the designated driver programme points (behind homeplate on every level).

TEAM supporters TEAM's members and supporters include Major League Baseball, Major League Soccer, National Basketball Association, National Collegiate Athletics Association, National Football League, National Hockey League, ARAMARK, Delaware North Companies - Sportservice, Beer Institute, Anheuser-Busch Companies, Miller Brewing Company, Coors Brewing Company, Clear Channel Entertainment, ESPN ABC Sports, National Association of Broadcasters, International Association of Assembly Managers, and the National Highway Traffic Safety Administration.

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