Responsibility Has Its Rewards at the 2020 Honda NHL® All-Star Game


(L to R):Cindy Lowe, Nashville Predators Designated Driver for the season and winner of the Responsibility Has Its Rewards sweepstakes; Elizabeth Johnston, NHL Social Impact, Growth & Legislative Affairs; Shane Lowe, guest of Ms. Lowe.

The NHL® worked with TEAM Coalition to promote responsible drinking at the 2020 NHL® Skills Competition and the 2020 Honda NHL® All-Star Game at Enterprise Center in St. Louis, MO on January 24th and 25th.  While the NHL® All-Stars displayed their amazing skills on the ice, 97 NHL® fans scored a responsibility hat trick off the ice, making the pledge to never drive drunk, always have a designated driver, and always buckle up, every trip, every time.

Congratulations to Cindy Lowe, Nashville Predators Designated Driver for the Season and grand prize winner of the Responsibility Has Its Rewards sweepstakes. Ms. Lowe and her guest were provided tickets to the Skills Competition and All-Star Game as well as round trip airfare and lodging while in St. Louis.

All responsible fans inside Enterprise Center were provided with the opportunity to add their names to an autograph wall 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 $100 gift card and branded items from TEAM Coalition. Fans shared their digital photos and the responsibility message by posting photos on Facebook and Twitter. The 50 photos taken at Enterprise Center were viewed 234 times, an average of 4.7 views per photo.

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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 Kiefer, Executive Director, TEAM Coalition
National Hockey League
The National Hockey League (NHL®), founded in 1917, will celebrate its Centennial anniversary in 2017. The year-long celebration will pay tribute to 100 years of NHL hockey by honoring the past, commemorating the present, and celebrating its future. In 2017 the League will also celebrate 125 years of the most revered trophy in professional sports – the Stanley Cup®. Comprised of 30 Member Clubs, the NHL is represented by players from more than 20 countries across team rosters. Each year, the NHL entertains hundreds of millions of fans around the world. The League broadcasts games in more than 160 countries and territories through its rightsholders including NBC/NBCSN in the U.S., Sportsnet and TVA in Canada, and Viasat in the Nordic Region. The NHL reaches fans worldwide with games available online in every country including via its live and on-demand streaming service NHL.TV™. Fans are engaged across the League’s digital assets on mobile devices via the free NHL® App; across nine social media platforms; on SiriusXM NHL Network Radio™, and on, available in eight languages and featuring an enhanced statistics platform powered by SAP, providing the definitive destination for hockey analytics. The NHL is committed to giving back to the community through programs including: Hockey is for Everyone™ which supports nonprofit youth hockey organizations across North America; Hockey Fights Cancer™ which raises money and awareness for hockey’s most important fight; NHL Green™ which is committed to the pursuit of sustainable business practices; and a partnership with the You Can Play Project, which is committed to supporting the LGBT community and fighting homophobia in sports. For more information, visit
TEAM Coalition
TEAM Coalition is an alliance of professional and collegiate sports, entertainment facilities, concessionaires, stadium service providers, the beer industry, distillers, broadcasters, traffic safety experts and others working together to promote responsible drinking and positive fan behavior at sports and entertainment facilities. TEAM Coalition members and supporters include National Hockey League, Anheuser-Busch Companies, Major League Baseball, Major League Soccer, NASCAR, National Basketball Association, National Football League, National Collegiate Athletic Association, Americrown, Aramark, Delaware North Sportservice, Legends, Spectra, Beer Institute, National Beer Wholesalers Association, Molson Coors, Constellation Brands, Brown-Forman, Live Nation, Lyft, National Association of Broadcasters, Contemporary Services Corporation, International Association of Venue Managers, Stadium Managers Association and the National Highway Traffic Safety Administration. For more information visit or


  • In 2018, 10,511 people were killed as a result of alcohol-related (BAC > 0.08) car crashes, an decrease of 3.6% from the 10,908 fatalities in 2017.
  • 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.