Ann Arbor, Mich., Jan. 3, 2014 (GLOBE NEWSWIRE) -- While the world watched the return of outdoor hockey to welcome the New Year, TEAM Coalition partnered with the NHL®, Coors Light and Molson Canadian to promote responsibility among NHL fans for the outdoor hockey events this week. Drunk driving prevention is the top priority for TEAM Coalition and all its 21 member organizations, which include the NHL and MillerCoors.
On December 31, 2013, NHL fans visiting the Molson Canadian Hockey House as part of the 2013 Sirius XM Hockeytown Winter Festival™ received souvenir photos after pledging to never drive drunk and always have a designated driver. The keepsake photos also communicated the drunk driving prevention message.
At the 2014 Bridgestone NHL Winter Classic®, TEAM Coalition and Coors Light offered the designated driver program to fans of the outdoor hockey game at four locations. Those fans over the age of 21 who promised not to drink alcohol at the game and provide a safe ride home for their group received a complimentary non-alcoholicbeverage and a chance to win one of two $100 ShopNHL.com gift cards. Nearly 400 fans participated in the program. The gift card winners were Bitty Stevens and Jeff Hills.
"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 these 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."
"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," said Jill Pepper, Executive Director of TEAM Coalition. "Teamwork is what this campaign is all about. We are demonstrating that when everyone - including the fans - takes responsibility, everyone wins."
About the NHL
The National Hockey League, founded in 1917, is the second-oldest of the four major professional team sports leagues in North America. Today, the NHL® consists of 30 Member Clubs, each reflecting the League's international makeup, with players from more than 20 countries represented on team rosters. According to a Simmons Market Research study, NHL fans are younger, more educated, more affluent, and access content through digital means more than any other sport. The NHL entertains more than 250 million fans each season in-arena and through its partners in national television (NBCSN, NBC, TSN, CBC, RDS, RIS, and NHL Network™) and radio (NHL Radio™, Sirius XM Radio). Through the NHL Foundation, the League's charitable arm, the NHL raises money and awareness for Hockey Fights Cancer™ and NHL Youth Development, and supports the charitable efforts of NHL players. For more information on the NHL, log on to NHL.com.
About Molson Canadian:
Molson Canadian lager has been a staple in the Canadian beer landscape for over fifty years, providing generations of Canadians with clean, crisp refreshment. Made using Canadian water, Prairie barley and no preservatives in six locations across the country this award-winning beer is recognized as a symbol of Canadian beer distinction around the globe. With roots dating back to 1786 and a time-honoured tradition of brewing quality beers, Molson Coors Canada is proud to be the nation's pre-eminent brewer. www.MolsonCanadian.com.
About MillerCoors:
MillerCoors brews, markets and sells the MillerCoors portfolio of brands in the U.S. and Puerto Rico. Built on a foundation of great beer brands and nearly 300 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second-largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, Coors Light and Miller Lite, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. The company offers a variety of leading craft and import brands, including Blue Moon and Leinenkugel's, through its Tenth and Blake division. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel's craft brewery in Chippewa Falls, Wisc., and two microbreweries, the 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at MillerCoors.com, at Facebook.com/MillerCoors or on Twitter through @MillerCoors.
About TEAM Coalition:
TEAM Coalition is an alliance of professional and collegiate sports, entertainment facilities, concessionaires, stadium service providers, the beer industry, distillers, broadcasters, governmental traffic safety experts, and others working together to promote responsible drinking and positive fan behavior at sports and entertainment facilities. TEAM's members and supporters include the National Hockey League, Major League Baseball, Major League Soccer, NASCAR, the National Basketball Association, the National Football League, the National Collegiate Athletic Association, ARAMARK, Delaware North Companies Sportservice, Ovations Food Services, Beer Institute, National Beer Wholesalers Association, Anheuser-Busch, MillerCoors, Brown-Forman, Live Nation, National Association of Broadcasters, Contemporary Services Corporation, Elite, International Association of Venue Managers, Stadium Managers Association and the National Highway Traffic Safety Administration.
For more information, go to www.TEAMCoalition.org or at Facebook/FansDon'tLetFansDriveDrunk.
NHL, the NHL Shield and the word mark NHL Winter Classic are registered trademarks and the NHL Winter Classic logo is a trademark of the National Hockey League. All Rights Reserved.
A photo accompanying this release is available at:
http://www.globenewswire.com/newsroom/prs/?pkgid=22868
