Super Bowl Sunday remains one of the most dangerous days of the year on the nation’s roads. According to the latest figures from the National Highway Traffic Safety Administration, nearly half of all traffic deaths on Super Bowl Sunday in 2023 involved drivers who had alcohol in their systems. Forty-two percent of those fatalities involved drivers who were legally impaired, with a blood alcohol concentration of 0.08 or higher. Alcohol consumption typically rises during major sporting events, particularly before kickoff, at halftime and after the game, creating a predictable surge in roadway risk in the hours surrounding the Super Bowl.
“Super Bowl Sunday is about teamwork for players and fans alike,” said Stacey D. Stewart, MADD’s chief executive. “Planning a safe ride home is the ultimate game-winning play.” She emphasized that whether fans rely on a rideshare service, designate a sober driver or use public transportation, the most consequential decision they can make is not to drive while impaired.
The organization’s message is directed not only at those watching the game at bars or attending it in person in San Francisco, but also at the millions gathering in living rooms across the country. Hosts, MADD says, can play a role by offering non-alcoholic beverages, supporting designated drivers and helping arrange rides home. The goal, the group notes, is to ensure that celebrations end in cheers rather than tragedy.
In the days leading up to the Super Bowl, that message is being amplified through the Decide to Ride coalition, a partnership led by MADD with Anheuser-Busch and Uber. The campaign’s refrain—if you drink, don’t drive—will be delivered through digital outreach, in-stadium visibility and ride discounts designed to encourage fans to plan transportation before the first drink. Organizers say the effort is aimed at translating awareness into practical, real-world choices that reduce impaired driving.
MADD is also extending its outreach through its year-round MADD Sports initiative, which enlists athletes and sports figures to promote safer decisions and advocate for stronger measures against impaired driving.
Another strand of the effort, known as “Take a Minute, Make a Plan,” is being rolled out through partnerships with Diageo, Uber and the N.F.L. Through Feb. 9, fans can redeem a code in the Uber app for discounted rides on game days, reinforcing the idea that planning ahead requires little time but can have lifesaving consequences.
In San Francisco, where Super Bowl festivities will stretch across the week, the campaign will be highly visible. Free branded trolleys and pedicabs will operate on select routes, providing fans with conspicuous and convenient alternatives to driving. The message will also be woven into the Super Bowl LX Studio 60 concert series and culminate in a booth at the fan zone tailgate at Levi’s Stadium on game day, where attendees can participate in games and prize giveaways while being reminded that a minute spent planning can prevent a lifetime of loss.
Founded in 1980, Mothers Against Drunk Driving has been a central force in the fight against impaired driving for more than four decades. The organization says its advocacy and prevention efforts have helped reduce drunk-driving deaths in the United States by nearly 40 percent, saving more than 475,000 lives. In addition to supporting victims and survivors through free services and a 24-hour help line, MADD continues to push for tougher laws, including the HALT Act, which would require anti-drunk-driving technology in new vehicles.
On a day defined by spectacle and celebration, the group’s message is pointedly modest: plan ahead, make a safe choice, and make sure everyone gets home.