The document discusses various alcohol management and fan behavior initiatives between MLS and TEAM Coalition, including alcohol training certification programs, designated driver programs, public service announcements, and a sweepstakes. It provides details on the number of MLS clubs participating in designated driver programs, the top teams for having designated drivers, and examples of incentives used by the New England Revolution. Winners of the Responsibility Has Its Rewards sweepstakes are also mentioned. The document concludes with a discussion of goals for 2011 programs and initiatives around designated drivers and public service announcements.

1. MLS and TEAM Coalition
Responsibility Has Its Rewards

2. TEAM and MLS
Alcohol Management
Initiatives
• Alcohol Training Certification
• Designated-Driver Programs
• Public Service Announcements
• MLS Premiere Events
– MLS All-Star Game
– MLS Cup
• RHIR Sweepstakes
• New Promotional Opportunities

3. Alcohol Management
Training Certification
• 2010 MLS Training award winners
– DC United
– New England Revolution
– Securitas Services USA

4. Designated-Driver Program
Number of MLS clubs
participating: 4 5 14 15

5. Top 3 MLS Teams for
Designated-Driver Program
• Real Salt Lake: 3,796
• Seattle Sounders FC: 3,000
• New York Red Bulls: 2,000

6. Public Service
Announcements
• 3 MLS clubs filmed PSAs
– Chivas USA
– LA Galaxy
– DC United
• 10 of 16 MLS clubs have designated-driver
PSAs filmed with TEAM
• Photos for responsible fans
– MLS All-Star Game
– MLS Cup

7. Creative and Successful
Incentives for Designated
Drivers
• New England Revolution/Patriots with
HERO Campaign
– Designated drivers receive souvenir keychain +
soft drink coupon + email with discount at team
store
– Designated Driver for the Game earns sideline
visit before next game
– Designated Driver for the Season serves as
honorary team captain at last home game
– 3 end of season winners receive autographed
helmets
– No alcohol sponsorship

8. Responsibility Has Its
Rewards Sweepstakes
Grand Prize Winners
Designated Drivers for the Season
attended MLS Cup 2010TM
Colorado Rapids
Designated Driver for the Season
Zerain Martinez
FC Dallas
Designated Driver for the Season
Phil Green

9. Responsibility Has Its
Rewards Sweepstakes
First Prize Winner
Designated Driver for the Season
attended 2010 AT&T MLS All-Star
Colorado Rapids
2009 Designated Driver for the Season
Larry Gloss

10. Responsibility Has Its
Rewards Sweepstakes
First Prize Winner
Designated Driver for the Season will
attend 2011 MLS All-Star Game
And the WINNER is…

11. Responsibility Has Its
Rewards Sweepstakes –
2011 Goals
• Designated-driver programs in place
with all 17 MLS clubs
• Film PSAs promoting designated-driver
program with 3 clubs
– No cost to MLS club; simply provide logo,
space on concourse, access to fans
– TEAM films, edits, distributes PSAs
– TEAM issues press release
– TEAM brings partners to program

12. Responsibility Has Its
Rewards Sweepstakes –
2011
• What we need from you:
– Mid-Season DD numbers (July 2011)
– End of Season DD numbers (Nov 2011)
– Select DD of the year to include:
• Name of winner
• Phone number or email address
• Send prize to TEAM for winner, to be included
with prize pack sent from TEAM

13. Fan Behavior Initiatives
• Fan Code of Conduct Cards
– Printed for all MLS clubs, All-
Star Game and MLS Cup
– Used as “Yellow Card” by
some clubs
• Text Messaging
– Offers anonymous outlet for
fans to report behavior issues
– Static signage in stadium and
tailgate parking lots
– Information can be added to
2010 FCOC cards for
Philadelphia Union, MLS All-
Star Game and MLS Cup

14. Jill Pepper
Executive Director
703-647-7431
jill@teamcoalition.org
Mark Salazar
Event Marketing Director
703-647-7423
mark@teamcoalition.org