mls and team coalition responsibility has its rewards
TRANSCRIPT
MLS and TEAM Coalition
Responsibility Has Its Rewards
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
Alcohol Management Training Certification
• 2010 MLS Training award winners– DC United– New England Revolution– Securitas Services USA
Designated-Driver Program
Number of MLS clubs participating: 4 5 14 15
Top 3 MLS Teams for Designated-Driver Program
• Real Salt Lake: 3,796
• Seattle Sounders FC: 3,000
• New York Red Bulls: 2,000
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
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
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
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
Responsibility Has Its Rewards Sweepstakes
First Prize Winner
Designated Driver for the Season will attend 2011 MLS All-Star Game
And the WINNER is…
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
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
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
Jill Pepper
Executive Director
703-647-7431
Mark Salazar
Event Marketing Director
703-647-7423