(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.”  

• 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.”