Sonoma Raceway and Budweiser will team up to help race fans make it home safely during the 2014 race season, as the Budweiser Good Sport Designated Driver Booth will be featured at all major event weekends.
Good Sport is designed to help facility operators and concessionaires encourage fan responsibility at sporting events. The program is activated in partnership with 95 teams in Major League Baseball, the National Football League, National Basketball Association, National Hockey League and Major League Soccer. Good Sport programs have also been integrated into high-profile brand and sporting events throughout the year, including the MLB All-Star Game, NBA All-Star Game, NHL Winter Classic, and select NASCAR races, among many others.
At Sonoma Raceway, the California Highway Patrol and Budweiser will work together to promote safe alcohol consumption and designated driving during the NASCAR Sprint Cup Series, NHRA Mello Yello Drag Racing and Verizon IndyCar® Series event weekends.
Fans who visit the Good Sport Designated Driver Booth and pledge to be the designated driver for their group will receive a free non-alcoholic beverage in exchange for refraining from drinking and helping to make sure their group has a safe ride home.
“Part of our ongoing commitment to the community is to promote responsible behavior when it comes to drinking,” said Mickey Head, COO of Eagle Distributing Co. “Good Sport is a program that ensures fans attending the races at Sonoma Raceway will have a good time, but not at the expense of others.”
The agreement also includes signage and other assets during race weekend. Budweiser also receives the right to use the Sonoma Raceway name and logo for promotional purposes.
Sonoma Raceway PR
