Coors Light is using the National Hockey League to promote a key brand attribute: sustainability.

The beer brand will promote that message via several activities around this weekend’s Coors Light NHL Stadium Series interstate rivalry game between the Pittsburgh Penguins and Philadelphia Flyers.

The game will take place at Heinz Field, the home of the NFL Pittsburgh Steelers.

“We’re trying to come up with compelling content for them, and one of the things they’re starting to put more focus on is their sustainability efforts,” said Brian Cull, NHL group vice president of integrated marketing.

Coors Light will promote its sustainability message (pioneer of the aluminum can, recycling efforts, land-fill free breweries, etc.) via the following on-site and on-premise events:

  • The Coors Light Beer Garden at the PreGame, the official tailgate party of the 2017 Coors Light NHL Stadium Series.
  • Appearances by Penguins and Flyers alumni (Jeremy Roenick, Colby Armstrong, Bryan Trottier, etc.), who will help fans take their best shot at the Coors Light Slap Shot at the Coors Light Beer Garden.
  • The Coors Light NHL Stadium Series Beer Summit at the Soho Bar & Restaurant, where fans can join former players who will discuss their favorite moments on and off the ice and share insights on the outdoor game.

The NHL in 2011 entered into a seven-year North American partnership with Molson Coors in Canada and MillerCoors in the U.S. The company uses the partnership to strengthen its presence in NHL markets, with a focus on the Northeast and Great Lakes regions.