Responsibility Has Its Rewards at the 2018 Honda NHL® All-Star Game


The NHL® teamed with Coors Light (the official beer of the NHL) and TEAM Coalition to promote responsible drinking at the 2018 NHL PreGame™, 2018 GEICO Skills Competition™ and the 2018 Honda NHL® All-Star Game in Tampa, FL on January 25, 26, 27 and 28, 2018. While the NHL® All-Stars displayed their amazing skills on the ice, 1,800 NHL® fans scored a responsibility hat trick off the ice, making the pledge to never drive drunk, always have a designated driver, and never provide alcohol to anyone under 21.

l to r: Diane Wagner, MillerCoors; Ann Marie Lynch, NHL; Jackie Bartolomeo, NHL and Christy Verbosky, TEAM Coalition

1800 fans at the PreGame added their names to the Responsibility Puck – an 8-foot replica of an official NHL® puck – to demonstrate their commitment to keeping the penalties on the ice and off the roads.  All the responsible fans received a souvenir photo and were entered for a chance to win an NHL® prize pack including a $50 gift card and branded items from Coors Light and TEAM Coalition. Fans shared their digital photos and the responsibility message by  posting photos on Facebook and Twitter. The 854 photos taken at the PreGame were viewed 2,413 times, an average of 3 views per photo.

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We believe that with great beer comes great responsibility, and we’re thrilled to partner with the NHL and TEAM Coalition to help promote responsibility at hockey events. For many legal drinking age fans, enjoying a beer at the game is part of the hockey experience, and we want to encourage fans to enjoy the game responsibly and plan ahead for a safe ride home.Diane Wagner, Responsibility Commerce Manager for MillerCoors
The success of the Responsibility Has Its Rewards campaign is a direct result of the commitment from our members and all the responsibility program partners, including the leagues, venues, brewers and beer distributors. Teamwork is what this campaign is all about. We are demonstrating that when everyone – including the fans – takes responsibility, everyone wins.Jill Pepper, Executive Director, TEAM Coalition
National Hockey League
TEAM Coalition

• 10,497 people were killed as a result of alcohol-related (BAC > 0.08) car crashes, an increase of 2.2% from the 10,265 fatalities in 2015.

• Many, if not most of those lives would have been saved if people did not drive when they were impaired by alcohol or if they used sober, designated drivers or if they simply wore their seat belts.

• Statistics and research clearly show that 21-34 year old males are the demographic most likely to be involved in an automobile crash, drive when impaired by alcohol, and fail to buckle up.

TEAM Coalition