Pittsburgh Steelers at Heinz Field Seek Fans to Film Public Service Announcement

PITTSBURGH, PA--(Marketwire - August 12, 2009) - Pittsburgh Steelers fans will have an opportunity to serve as spokespeople for responsible behavior at their first preseason game of the 2009 season on August 13th when they face off against the Arizona Cardinals at 8:00 p.m. ET. The Pittsburgh Steelers, Heinz Field, Anheuser-Busch, ARAMARK, and TEAM Coalition are partnering to educate fans about the importance of using a designated driver and demonstrating positive fan behavior. The message is simple: "Be a Good Sport, Always Have a Designated Driver."

Fans must first make the Responsibility Has Its Rewards (RHIR) pledge to:

-- Always have a designated driver -- Never drive drunk -- Always buckle up

Those fans will have the opportunity to tape their own message about responsible behavior at the game. Public Service Announcements produced from the taping will air throughout the season on the Heinz Field video board and on local broadcast TV. In addition, the video clips will be e-mailed to participants so their moment of fame can be shared with family and friends.

"Giving fans the opportunity to be the voice of the Responsibility Has Its Rewards campaign personalizes the 'Fans Don't Let Fans Drive Drunk' message," said Jill Pepper, executive director of TEAM Coalition. "Teamwork is exactly what this campaign is all about, and through this program we are demonstrating that when everyone -- including the fans -- takes responsibility, everyone wins."

The designated-driver program is a key component of the responsibility initiatives that TEAM Coalition -- an alliance of professional and collegiate sports, entertainment facilities, stadium service providers, concessionaires, the beer industry, broadcasters, governmental traffic safety experts, and others working together to promote responsible drinking and positive fan behavior at sports facilities -- helps coordinate with professional sports leagues including the National Football League (NFL), Major League Baseball (MLB), Major League Soccer (MLS), the National Basketball Association (NBA), and the National Hockey League (NHL).

"Tying Responsibility Has Its Rewards to our season-long Good Sport program makes for a winning combination," said Carol Clark, vice president of Corporate Social Responsibility for Anheuser-Busch. "We're pleased to work with TEAM and the other program partners to recognize fans who look out for each other and make a designated-driver part of their game plan. When it comes to preventing drunk driving, we're all part of the team."

The designated-driver program is one of several components of the alcohol management plan at Heinz Field. In addition, alcohol management training for the venue's employees gives them the skills to observe fan behavior and serve alcoholic beverages in compliance with local laws and in a manner designed to encourage responsible consumption. Alcohol service policies are enforced to ensure only fans of legal drinking age are served alcoholic beverages. These combined efforts represent an alcohol management plan in which the fans, arena employees, corporate sponsors and team representatives all are working toward common goals -- promoting responsible alcohol consumption, positive fan behavior and traffic safety.

"As a founding member of TEAM Coalition, ARAMARK understands the importance of working closely with our clients and partners to ensure that fans have a great experience, an important part of which is the responsible consumption of alcoholic beverages," said Marc Bruno, president of ARAMARK Sports, Entertainment and Conventions. "We remain fully committed to those we serve and the designated driver program is an important component of the alcohol management program at Heinz Field."

"Steelers games should always be a fun and safe environment for our fans, whether inside the stadium or driving home afterward," said Jimmie Sacco, Executive Director of Stadium Management for the Pittsburgh Steelers. "We hope our fans will embrace this program throughout the season because safety is a priority."

Thursday, fans who pledge to be designated drivers will have a unique opportunity to show their dedication to the Steelers, because responsibility really does have its rewards.

About TEAM Coalition

TEAM Coalition is an alliance of professional and collegiate sports, entertainment facilities, concessionaires, stadium service providers, the beer industry, broadcasters, governmental traffic safety experts, and others working together to promote responsible drinking and positive fan behavior at sports and entertainment facilities. TEAM's members and supporters include the National Football League, Major League Baseball, Major League Soccer, the National Basketball Association, National Hockey League, National Collegiate Athletic Association, ARAMARK, Delaware North Companies Sportservice, Beer Institute, MillerCoors, Live Nation, National Association of Broadcasters, Contemporary Services Corporation, International Association of Assembly Managers, and the National Highway Traffic Safety Administration. www.teamcoalition.org.