Responsibility Has Its Rewards at the 2019 Coors Light NHL® Stadium Series


The NHL® teamed with Coors Light (the official beer of the NHL) and TEAM Coalition to promote responsible drinking at the 2019 Coors Light NHL Stadium SeriesTM  at Lincoln Financial Field in Philadelphia, PA on February 23, 2019. While the Flyers and Penguins battled it out on the outdoor ice, 613 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.

All the responsible fans at 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.  And they 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 305 photos taken at the PreGame were viewed 475 times, an average of 1.6 views per photo.

Stadium 2019-02-23 12-16-00PM
Stadium 2019-02-23 12-29-02PM
Stadium 2019-02-23 13-09-32PM
Stadium 2019-02-23 13-52-53PM
Stadium 2019-02-23 13-55-57PM
Stadium 2019-02-23 14-02-12PM
In addition to the PreGame program, the four Coors Light branded designated driver booths inside Lincoln Financial Field were busy as well. Hundreds of fans pledged to be designated drivers. Combined with the count from PreGame, nearly 1,000 NHL fans pledged to be responsible during the 2019 Coors Light NHL Stadium Series.
We believe that the only way to celebrate is to do so responsibly. Through our designated driver programs with the NHL and TEAM Coalition, we are making sure that beer drinkers have a range of options to get home safely and prevent drunk driving.Diane Wagner, Alcohol Responsibility 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

• In 2017, 10,874 people were killed as a result of alcohol-related (BAC > 0.08) car crashes, a decrease of 1.1% from the 10,996 fatalities in 2016.

• 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