Bud Light Responsibility Has Its Rewards


Anheuser-Busch and the Bud Light brand have embraced TEAM Coalition’s Responsibility Has Its Rewards (RHIR) campaign.  RHIR is the new message for the incredibly successful Anheuser-Busch Good Sport program.

Since 1986, Anheuser-Busch has supported the Good Sport program to help team owners, facility managers, concessionaires, event promoters, and wholesalers promote responsible alcohol consumption among adult sports fans. Good Sport showed the community that the team and the venue are committed to alcohol responsibility. By coordinating efforts among the team, venue, concessionaire and Anheuser-Busch, we all can help create a positive environment that encourages fans to act responsibly and respect the rights of others.

Most teams/venues have a published Fan Code of Conduct that addresses rules and expectations of fan behavior, with the objective of creating a positive fan experience. The Good Sport program is one component of the alcohol responsibility section of the Code.



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For updating graphics for existing carts or ordering new carts:

Iowa Rotocast Plastics, Inc.
1712 Moellers Drive
Decorah, Iowa 52101
Toll Free: 800-553-0050
Fax: 563-382-3016

All consumer facing assets are branded “Responsibility Has Its Rewards.”

Any requests for ribbon board, video board and other in-stadium assets should be made through the local RXM.

  Signmaking templates available on ABMarketing.com.

To order, please contact your RXM.


TEAM Coalition provides pledge pads upon request.

Please email your requests to info@teamcoalition.org. Specify if you require seat location or other changes to the standard form.

TEAM Coalition provides reusable tokens or printed coupons to reward your designated drivers with a complimentary non-alcohol beverage.

TEAM Coalition will design, print, pad and ship the materials at no cost to member leagues, venues and teams.

Email your requests to info@teamcoalition.org.

Responsible Fan of the Game prize package should included branded items from the sports team and Bud Light.

Should your state laws permit alcohol companies to offer sweepstakes prizes, contact your RXM to order premium giveaways.

Available via PERCH on ABMarketing.com

[CITY] has the best fans in hockey. And if you’re 21 or older, remember that Responsibility Has Its Rewards. Sign up to be a Bud Light Responsible Fan during today’s game and always plan for a safe ride home – whether that’s requesting a *ride-share service or using a designated driver. For more information, visit the Bud Light Responsible Fan kiosk at [LOCATION] until [GAME TIME]. From your friends at Bud Light, [NHL TEAM] and [CONCESSIONAIRE].

*if club has an established Lyft/Uber partnership, mention company specifically


[CITY] has the best fans in hockey. And if you’re 21 or older, remember that Responsibility Has Its Rewards. By signing up to be a Bud Light Responsible Fan during today’s game, you’ll have a chance to be the Bud Light Responsible Fan of the Game and receive [GIVEAWAY/EXPERIENCE]. Join the team that enjoys responsibly and always plan for a safe ride home. From your friends at Bud Light, [NHL TEAM] and [CONCESSIONAIRE].


Change behavior.

A-B InBev Global Smart Drinking Goals: Social Norms

  • Influence social norms and individual behaviors to reduce harmful alcohol use by investing in dedicated social marketing campaigns and related programs.

Target demographic: 21-34 year olds

  • 39% of drunk driving fatalities are caused by 21-34 year olds

Evidence-based solutions

  • Collect pledge data digitally to ensure we’re reaching the right audience and have the ability to follow-up later to gather behavioral data.


Reward responsible decisions.

  • Designated drivers receive a complimentary non-alcohol beverage.
  • Fans who plan to use ride share are entered for a chance to win ride share credit.
  • Fans who use public transportation are entered for a chance to win credit toward public transportation.
  • All fans who participate are entered to be selected as the Responsible Fan of the Game
  • And all fans who pledge are entered into the Responsibility Has Its Rewards sweepstakes.


Expand to include Responsible Drinkers.


  • Responsibility Has Its Rewards
  • Responsible Fan Win
  • #RHIR

Long Term Transition

  • Implement program changes on a timeline that works for all partners
  • Test changes during current season (digital pledges, experiential prizing, geofenced mobile notifications, etc.)
  • Shift mindset away from simply counting designated driver pledges to changing behavior