Each Monday, we will share some great activation practices throughout the sports and entertainment landscape. This blog will serve as a space to highlight innovative ideas and campaigns. Want to have your idea or campaign featured? Send us a note on Twitter at @Navigate_Res. 

This week we take a look at a safe-driving promotion around the major professional sporting leagues. 

Leagues and brands are always looking for ways to tie a good cause to their name. One brand who’s been doing it the longest is Anheuser-Busch with its Good Sport Program. 

Since 1986, Anheuser-Busch has been implementing its Good Sport Program which is an in-stadium fan-focused responsible driving promotion. The program was initially created to assist team owners, facility managers, event promoters and wholesalers in promoting safe driving. Anheuser-Busch and the Good Sport program is in partnership with nearly 100 teams across the 5 major professional sporting leagues including a select group of NASCAR tracks.

Good Sport encourages fans to sign up to be a designated driver for their friends and other fans around the stadium. While this means no alcoholic beverages for those attendees, they do get access to free Pepsi products throughout the game. In addition to the free products, once someone has signed up, their name is automatically entered in a TEAM Collation sweepstakes for a chance to win a variety of prizes. 

The program has been a huge success across the country among every league. The 2014 MLB Playoffs drew nearly 570,000 designated drivers. The top 5 clubs include the St. Louis Cardinals, Milwaukee Brewers, LA Dodgers, San Diego Padres and the Detroit Tigers (click here for the breakdown). 

The Kansas City Chiefs, Buffalo Bills and the Vancouver Canucks are just a few teams among many other professional teams who have teamed up with Anheuser-Busch in support of the Good Sport program. 

Not only are these teams and leagues promoting a good cause, they are also finding ways to engage with their fans and consumers in a unique way.