We focus on the application of business practices to operate a successful sports organization. For this special blog, topics emphasized are promotion in sport, sport marketing, the development of sport marketing plan, financing a sports organization, sport sponsorships, sales application to the sport industry will be emphasized.

Tuesday, February 07, 2006

"Aramark Suit Brings Sobering Changes" vol.8, iss.37, pg.1 &31 by Abbie Hoover



Alcohol has always been associated with sporting events, from football to marathon races. Events like the Super Bowl have an official beer. Along with the popularity of drinking before and during sporting events comes the problem of drinking and driving.

Alcohol has become a big revenue for sporting venues, but along with that comes the responsibility of trying to control how many drinks a person may have. Just recently Aramark lost a multi-million dollar law suit after a fan who had been drinking at a Giants game caused a car accident paralyzing a 2 year old girl.

As a result of the tragedy, Aramark began using a Non-profit organization to help train employees in controling alcohol consumption. There are also "Alcohol Management Teams" that wear bright shirts and patrol the stadium to find fans who need to be cut off from alcohol. Add police/security has been another way of trying to reduce the alcohol problem.

These new measures, which weren't cheap, seem to have worked. There was a 50% reduction in alcohol-related incidents in 2005. The sporting venues are doing what they can to reduce alcohol incidents, but they responsibility shouldn't be all theirs. People need to take responsibility for their actions; they are adults and need to act like it. If people would be responsible drinkers at sporting events there wouldn't be a problem.