Race fans attending this weekend’s activities at Phoenix International Raceway (PIR) will have a safe alternative to getting behind the wheel if they’ve had too much to drink. Between November 10-12, Crown Royal Championship Racing’s “Safe Rides Home” program is partnering with Designated Drivers Events, Inc. to provide trained, licensed and insured drivers to offer fans safe transportation home from PIR – in the fan’s own vehicle and at no charge.
To sign up for a ride or to obtain more information, fans can visit the specially-marked kiosk located at the Crown Royal Experience tent at the track or call 877-456-RIDE (7433). Rides will be offered from PIR during each day's activities over the weekend and briefly after the track's closing, and residents and hotel guests in the greater Phoenix area that are 21 years of age or older are eligible.
“I would rather see all those NASCAR fans having a great time at PIR rather than time that won't be any fun at all at Tent City. I fully support Crown Royal's program coming to the Phoenix area to help promote responsible decision-making,” said Maricopa County Sheriff Joe Arpaio.
Since its inception in 2003, Crown Royal and its parent company Diageo, have brought the “Safe Rides Home” program to numerous NASCAR race markets.
The program, created by Diageo to reinforce the importance of responsible decision making, assigning designated drivers and getting home safely, has already provided rides for hundreds of patrons and NASCAR fans.
“The fan turnout and success of previous ‘Safe Rides Home’ initiatives helped make the decision to bring this program to Phoenix an easy one,” said Jim Lorenz, Senior Brand Manager, Crown Royal. “With another great season of racing drawing to a close, we want to remind fans once again about the importance of responsible drinking, and remember to always ‘Be A Champion.' Drink Responsibly.”
Crown Royal’s integrated motorsports marketing plan includes primary race team sponsorship at 18 races during the 2006 NASCAR NEXTEL Cup season. The brand continues to capitalize on its sponsorship on several additional levels throughout the season, including consumer promotions and retail events, dedicated print and broadcast advertising to promote responsible drinking, licensing, online consumer promotions, public relations and hospitality.
Crown Royal also continues to engage race fans across the country with its title sponsorship of the Crown Royal International Race of Champions (IROC) series. In addition, the Crown Royal Special Reserve brand is presenting sponsor of the Grand American Rolex Sports Car Series, and Crown Royal served as title sponsor in 2006 for the Crown Royal Grand American Challenge of Long Beach, CA on April 8 and will serve as the sponsor for the Crown Royal 200 at Watkins Glen, NY on August 11.
About Crown Royal
Crown Royal, the number one selling Canadian Whisky, has a tradition as long and distinctive as its taste. Specially blended to commemorate a grand tour of Canada made by King George VI and Queen Elizabeth of Great Britain in 1939, Crown Royal's smooth, elegant style reflects its aristocratic origins and is considered the epitome of Canadian whisky. In addition to its sponsorship of the Crown Royal IROC Series, Grand Am and the No. 26 Nextel Cup Team, the brand also sponsors The Crown Royal Bad Boys of Comedy Tour, the Crown Royal American Turfstakes race at Churchill Downs and a number of other major regional and national events. For more information on Crown Royal, visit www.crownroyal.com.
About Diageo
Crown Royal is proudly owned by Diageo (Dee-AH-Gee-O), the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines.
Diageo is a global company, trading in more than 200 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at http://www.diageo.com.
Celebrating life, every day, everywhere, responsibly.