Responsibility Has Its Rewards Campaign at 2016 Honda NHL® All-Star Game -

02/01/2016

The NHL teamed with Coors Light (the official beer of the NHL) and TEAM Coalition to promote responsible drinking at the 2016 NHL Fan Fair^TM and the 2016 Honda NHL® All-Star Game this past weekend. While the NHL® All-Star players displayed amazing skills on the ice, 105 NHL fans pulled off 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.

“Freeze the Keys. Designate a Driver.” was the message. A total of 105 NHL fans pledged to have a designated driver always and never drive drunk at Bridgestone Arena. Those who pledged to be designated drivers inside the arena earned a complimentary soft drink.

In addition, at the 2016 NHL Fan Fair^TM in the Music City Center, NHL fans had the opportunity to add 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. The 1,422 fans who made the pledge at the 2016 NHL Fan Fair^TM received a souvenir photo.

All fans who made the pledge at Bridgestone Arena or NHL Fan Fair were entered to win a prize pack – including a $50 Shop.NHL.com gift card and branded items from Coors Light and TEAM Coalition.

One fan in attendance was Annie Pulcini, the Columbus Blue Jackets Designated Driver for the Season. She earned her title, which featured a trip to the 2016 NHL® All-Star Weekend , including airfare, hotel accommodations and tickets to the 2016 Honda NHL All-Star Skills Competition^TM and the 2016 Honda NHL® All-Star Game, by having her pledge to be a designated driver at a Blue Jackets home game at Nationwide Arena be selected in a random drawing.

CLICK HERE TO SEE ALL OF THE FAN PHOTOS ON FACEBOOK!

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,” said Diane Wagner, Responsibility Commerce Manager for MillerCoors. “For many 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, 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

Drunk driving prevention is the top priority for TEAM Coalition and all its 24-member organizations, which include the NHL and MillerCoors.

NHL

The National Hockey League (NHL®), founded in 1917, consists of 30 Member Clubs, with players from more than 20 countries represented across team rosters, competing for the most revered trophy in professional sports – the Stanley Cup®. 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 GameCenter LIVE™. 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 NHL.com, available in eight languages and featuring an enhanced statistics platform powered by SAP, providing the definitive destination for hockey analytics. A historic media rights partnership between the NHL and MLBAM will transform the fan experience across the League’s digital and broadcast assets, with an emphasis on deeper access into the game and enhanced storytelling. To celebrate the NHL’s international diversity, the World Cup of Hockey will return in September, 2016, a best-on-best international tournament featuring eight teams comprised of the world’s best hockey players. On Founder’s Day in November 2017, the League will be celebrating its Centennial anniversary, commemorating 100 years of NHL hockey. 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 NHL.com.

MillerCoors

Through its diverse collection of storied breweries, MillerCoors brings American beer drinkers an unmatched selection of the highest quality beers steeped in centuries of brewing heritage. Miller Brewing Company and Coors Brewing Company offer domestic favorites such as Coors Light, Miller Lite, Miller High Life and Coors Banquet. Tenth and Blake Beer Company, our craft and import division, offers beers such as Leinenkugel’s Summer Shandy from sixth-generation Jacob Leinenkugel Brewing Company and Blue Moon Belgian White from modern craft pioneer Blue Moon Brewing Company, which celebrates its 20th Anniversary this year. Tenth and Blake also operates Crispin Cidery, an artisanal maker of pear and apple ciders using fresh-pressed American juice. The company imports world-renowned beers such as Italy’s Peroni Nastro Azzurro, the Czech Republic’s Pilsner Urquell and the Netherlands’ Grolsch. MillerCoors also offers pioneering new brands such as the Redd’s franchise, Redd’s Wicked and Smith & Forge Hard Cider. MillerCoors seeks to become America’s best beer company through an uncompromising promise of quality, a keen focus on innovation and a deep commitment to sustainability. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at www.MillerCoors.com , at www.facebook.com/MillerCoors or on Twitter through @MillerCoors.

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 the National Hockey League, 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, Anheuser-Busch Companies, Constellation Brands, HEINEKEN USA, MillerCoors, Live Nation, 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, go to www.TEAMCoalition.org or www.FansDontLetFansDriveDrunk.org.

NHL and the NHL Shield are registered trademarks and NHL Fan Fair name and logo, the NHL All-Star logo and NHL All-Star Skills Competition name and logo are trademarks of the National Hockey League.

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