The US arm of Molson Coors has lined up a responsible drinking initiative in Arizona, offering residents the chance to win a pair of tickets to next month's Super Bowl.

Coors Brewing Company said yesterday (2 January) that it has teamed up with the Hero Campaign to "reward safe driving and alcohol responsibility". The Coors Super Bowl 'Be a Hero' Responsibility Contest runs from now until 14 January on MIX Radio in Phoenix, and will consider nominations for a designated driver who has taken responsibility for bringing a group of his or her friends home after a night of partying; someone who started a safe ride home programme, or someone involved in an alcohol awareness task force.

"Coors Brewing Company is very pleased to have third-party partners in this Super Bowl program who have the same values and goals that we have - as it relates to alcohol responsibility," said Ed Van Den Ameele, field manager for alcohol responsibility at Coors. "We have had a successful and outstanding relationship with Bill Elliott and the Hero Campaign for the past several years."

The Hero Campaign was established by Bill and Muriel Elliott of New Jersey, after their son was killed in a head-on collision with a drunk driver in 2000.

The Super Bowl is scheduled to take place on 3 February in Arizona.