RHIR at 2016 Coors Light NHL Stadium Series™ Denver


The NHL teamed with Coors Light (the official beer of the NHL®) and TEAM Coalition to promote responsible drinking at the 2016 Coors Light NHL Stadium Series ™ at Coors Field on Sunday February 28, 2016. While the Colorado Avalanche® battled the Detroit Red Wings® on the ice, a total of 1,540 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. 196 NHL fans pledged to be designated drivers inside Coors Field, earning each a soft drink compliments of Aramark.

In addition, outside of Coors Field in Spectator Plaza, 1,344 NHL fans 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. Every fan who made the pledge and signed the puck had the opportunity to receive a souvenir photo.

All the responsible fans were entered to win a prize pack – including a $50 Shop.NHL.com gift card and branded items from Coors Light and TEAM Coalition.


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 fans, enjoying a beer on game day 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.

TEAM Coalition

NHL and the NHL Shield are registered trademarks and NHL Stadium Series name and logo are trademarks of the National Hockey League.  NHL and NHL team marks are the property of the NHL and its teams. © NHL 2016.  All Rights Reserved.

TEAM Coalition