The Colorado Avalanche hosted their third annual Swedish Heritage Day. Participants purchased a ticket through a special email list. Part of the proceeds went back to Friends, captain Gabriel Landeskog‘s anti-bullying initiative.
The first Friends event that I attended was three years ago. You bought the ticket through the link, and you got into Pepsi Center a little early. You then sat in a special section and watched a video talking about what the Friends initiative is all about.
This isn’t exactly the video, but it will give you the flavor:
Last year, I got an email inviting me to the Swedish Heritage Day, which would also promote the Friends initiative.