Washington, DC, Jan. 8, 2015 (GLOBE NEWSWIRE) -- While the world welcomed the New Year with outdoor hockey in the nation's capital, the NHL® teamed with Coors Light (the official beer of the NHL), Molson Canadian (the official imported beer of the NHL), the American Red Cross and TEAM Coalition to promote responsibility among NHL fans at the 2015 Bridgestone NHL Winter Classic®.
In addition to the designated driver program, staffed by American Red Cross volunteers at three locations inside the stadium, NHL® fans had the opportunity to add their names to the Responsibility Puck to demonstrate their commitment to keeping the penalties on the ice and off the roads. The 8-ft replica of an official NHL puck was displayed in the NHL Winter Classic Spectator Plaza presented by GEICO.
A total of 799 NHL fans pledged to have a designated driver always and never drive drunk. Those who pledged to be designated drivers inside the stadium earned a complimentary soft drink. Those who made the pledge in the NHL Winter Classic Spectator Plaza presented by GEICO received a souvenir photo. All were entered to win an NHL prize pack - including a NHL Winter Classic jersey, a $50 shop.NHL.com gift card and branded items from Coors Light, Molson Canadian and TEAM Coalition. The winners are Anastasia Papadopoulos Hinz from Staten Island, NY and Brian Dix from Clinton, MD.
In partnership with WRAP (Washington Regional Alcohol Program), Coors Light also encouraged fans to freeze their keys and leave the driving to someone else. Coors Light provided 2,500 Metro SmarTrip cards throughout the month of December to help fans get to the 2015 Bridgestone NHL Winter Classic® safely.
"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."
"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."
Drunk driving prevention is the top priority for TEAM Coalition and all its 21 member organizations, which include the NHL and MillerCoors.
About the NHL
The National Hockey League (NHL®), founded in 1917, consists of 30 Member Clubs, each reflecting the League's international makeup with players from more than 20 countries represented on team rosters, vying for the most cherished and historic trophy in professional sports - the Stanley Cup®. Every year the NHL entertains more than 250 million fans in-arena and through its partners on national television and radio; more than 10 million fans on its social platforms; and more than 300 million fans online at NHL.com. In Canada, the 2014-15 season marks the beginning of a landmark 12-year broadcast and multimedia agreement with Rogers Communications, which includes national rights to NHL games on all platforms in all languages. In the U.S., the NHL is in the fourth season of its 10-year agreement with NBC and NBCSN, the 10th consecutive season both networks have served as national television partners. The NHL is committed to giving back to the community with programs including: Hockey is for Everyone™, which supports nonprofit youth hockey organizations across North America; Hockey Fights Cancer™, raising money for local and national cancer organizations; NHL Green™, which is committed to pursuing 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. The NHL received three 2014 Sports Business Awards: "Sports League of the Year," "Sports Executive of the Year" recognizing Commissioner Gary Bettman, and "Sports Event of the Year" for the 2014 Bridgestone NHL Winter Classic®. For more information, visit 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:
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, as well as innovative new products such as Miller Fortune. 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. Tenth and Blake also operates Crispin Cidery, an artisanal maker of pear and apple ciders using 100 percent fresh-pressed American juice. The company imports world-renowned beers such as Italy's Peroni, the Czech Republic's Pilsner Urquell and the Netherlands' Grolsch. MillerCoors also offers pioneering new brands such as Redd's Apple Ale, Batch 19 Pre-Prohibition Lager, Third Shift Amber Ale 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 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 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. NHL and NHL team marks are the property of the NHL and its teams. © NHL 2015. All Rights Reserved.
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