S PORTS M ARKETING FOR T RAFFIC S AFETY

1. SPORTS MARKETING FOR TRAFFIC SAFETY 2006 Michigan Traffic Safety Summit Presented by Jill Pepper, TEAM Coalition

2. DISCUSSION TOPICS • Why Sports and Entertainment? • Fan Behavior and Traffic Safety • Responsibility Has Its Rewards • Events with the Michigan Office of Highway Safety Planning • Resources and Opportunities

3. WHY SPORTS AND ENTERTAINMENT? • NHTSA’s statistics show that the demographic at greatest risk of being involved in a fatal crash are males 18-34 years of age. • Market research also shows this demographic has a high interest in sports and entertainment as well as related consumer products.

4. WHY SPORTS AND ENTERTAINMENT? • Program based initiatives • Employee training in effective alcohol management • Designated driver programs in stadium for fans • Marketing supports the program through consistent exposure to target audience in a potentially high risk situation

5. WHY SPORTS AND ENTERTAINMENT? Social norms complement to High Visibility Enforcement periods • Buckle Up America – Every Trip, Every Time • Fans Don’t Let Fans Drive Drunk • Click It or Ticket • You Drink & Drive, You Lose

6. DEDICATED MEMBERS

7. COMMITMENT FROM LEAGUES • Cause Marketing: community partnerships generate greater value than traditional marketing sponsorship • Traffic Safety: an important message for fans • Fan behavior is high priority security focus • Recognizing positive behavior supports guest services focus

8. FAN BEHAVIOR AND TRAFFIC SAFETY • Most fans drive to sports facilities to watch the game • Alcohol consumption before, during, and after the game are great concerns • Tailgating • Alcohol service policies • Safe ride home programs

9. HIGH PROFILE NEGATIVE BEHAVIORS A sobering reality for NFL concessionairesTom FitzGerald, Chronicle Staff WriterSunday, September 25, 2005 (SF Chronicle)  Fans who drive after drinking excessively at 49ers or Raiders games, or any other sporting event, would be well advised to consider the plight of an 8-year-old New Jersey girl. And a vendor who sells an intoxicated fan another beer should think not only about the little girl but about the multimillion-dollar judgment a jury ruled she and her family were entitled to receive earlier this year from the New York Giants' concessionaire. "Concessionaires throughout the country are well aware of that case," NFLspokesman Greg Aiello said. In January, a jury awarded $135 million to the family of Antonia Verni, who was paralyzed from the neck down in a car wreck caused by a drunken football fan. The fan is serving a five-year prison sentence, and the concessionaire whose employees sold him beers when he was already clearly intoxicated will pay the family $110 million unless the verdict, currently on appeal, is reduced or reversed. The NFL, the 49ers and the Raiders say the Verni case was a wakeup call for the league and the people who serve fans millions of dollars worth of beer and other alcoholic beverages each season. A spokesman for Aramark Corp., the concessionaire that was hit with the judgment, says the company "has established the highest standards in the industry for the safe service of alcohol." But the attorney who represented the Verni family doubts it. He says NFL games operate in "a culture of intoxication" and adds, "It's got to stop.“

10. FAN CODE OF CONDUCT SETS EXPECTATIONS

11. 2003 YDYDYL: Press conferences at stadiums Atlanta Braves Kansas City Royals Tampa Bay Devil Rays Florida Marlins HISTORY OF SPORTS AND TRAFFIC SAFETY

12. 2004 CIOT: Pre-game, on-field ceremonies St. Louis Cardinals Boston Red Sox Colorado Rockies Milwaukee Brewers Detroit Tigers HISTORY OF SPORTSAND TRAFFIC SAFETY • Brewer involvement increased awareness of promotional opportunity

13. RESPONSIBILITY HASITS REWARDS

14. RESPONSIBILITY HASITS REWARDS • Sweepstakes encouraging fans to be designated drivers at professional sports stadiums • MLB, MLS, NFL participating • 225,000 MLB & MLS fans participated in 2005 • 90,000 NFL fans participated in 2005/06 • Winners attended World Series, MLS Cup, and Super Bowl XL • Combined 120 million impressions from national TV and radio PSAs in 2005

15. DETROIT TIGERS & MICHIGAN OHSP • 2004 Events • 5/26/2004: Click It or Ticket; “Saved by the Belt” survivor recognized at game • 8/24/2004: Click It or Ticket; first 10,000 fans received clickers to remind them of enforcement effort

16. DETROIT TIGERS & MICHIGAN OHSP • 2005 Events • Financial support for TEAM training for Comerica Park operations staff • Click It Or Ticket promotions with Tigers • Responsibility Has Its Rewards partnership – MLB, NASCAR, and NFL

17. 2005/06 RHIR & MICHIGAN OHSP • MLB All-Star Game: Fan Fest • NASCAR Race at Michigan International Speedway • NFL Super Bowl: NFL Experience

18. 2005/06 RHIR & MICHIGAN OHSP • Fans filmed traffic safety messages • Branded photo frames with Polaroid pictures • Give away items – clickers, postcards, lip balms • Retail promotion for state-level sweepstakes • Credit card sleeves • Designated Driver program at Super Bowl

19. 2005/06 RHIR & MICHIGAN OHSP

20. RESOURCES AND OPPORTUNITIES • 1-877-2-TEAM-CO (877-283-2626) • www.teamcoalition.org • TV, Radio, and Print Public Service Announcements • Sports Marketing Planners