updated 12:46 a.m. ET May 13, 2004

TAMPA, Fla. - The Tampa Bay Lightning’s promotion offering free beer to season ticket buyers drew the ire of safe-driving advocates, and the team said Wednesday it will not offer similar promotions in the future.

During the first Eastern Conference playoff game between the Lightning and the Philadelphia Flyers on Saturday, the St. Pete Times Forum’s main scoreboard advertised the offer. Those who paid $100 toward 2004-05 season tickets were eligible for unlimited free beer during the game.

The Lightning clarified their promotion Wednesday, saying the team offered four free coupons — each redeemable for a 12-ounce beer — to those making ticket deposits at Saturday’s game only. The organization said the promotion will not be used again.

The coupon could also have been redeemed for soft drinks, the team said.

“The organization apologizes to anyone who was offended or upset by this promotion,” team president Ron Campbell said in a statement. “We take alcohol-related matters and the dispensation of alcohol at the St. Pete Times Forum very seriously.”

Police and several area chapters of Mothers Against Drunk Driving said the hockey team’s offer was irresponsible.

“Why attach alcohol to a season-ticket plan? It’s almost encouraging people to drink more than they should because it is free,” said Sgt. Chris Velar, who runs the Police Department’s drunken driving squad.

About 25 of the 21,000 people at the game signed up for season tickets, said team spokesman Bill Wickett.

People who are already intoxicated aren’t served beer and free taxi rides are provided to patrons who believe they have had too much to drink, Wickett said.

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