Milwaukee, WI – Milwaukee Admirals President Jon Greenberg and Roscoe hit the road last Friday to visit six local schools to help kick off the fifth season of “Reading: The Ultimate Power-Play,” the reading program designed by the Admirals and Milwaukee Public Schools to encourage kids to read.

“We are thrilled at the success that this program has had,” said Greenberg. “It is very important for these kids to appreciate that even professional athletes have to excel at reading in order to be successful. Over the past four years we have helped almost 8,000 kids in the program realize this and, hopefully, increase their enjoyment of reading as well.”

Greenberg and Roscoe made stops at Clement Avenue School, Spanish Immersion, French Immersion, Garland Elementary, Milwaukee Sign Language School, and Lakeview Elementary in South Milwaukee. The students at these schools are asked to read a prescribed amount each night and all the students who do so at the end of the month are given a reward. Then, all the students who achieve their goal each month from October through March receive a free ticket to the Admirals game on Friday, March 25th versus Chicago.

The cornerstone to the program is a visit from an Admirals player to each of the program’s schools every month during the hockey season. The player will read a book to the students, extol the benefits of reading, describe how it helps them in their careers as hockey players both on and off the ice.

A portion of this year’s reading program is being underwritten by a partnership with Baird.

The Ads will kick off the 2010-11 season by hosting the Abbotsford Heat on Saturday, October 9 at 7:00 pm at the Bradley Center. Fans can purchase tickets by calling Ticketmaster at (800) 745-3000 or logging on to milwaukeeadmirals.com. Season tickets for the 10-11 campaign are still on sale, starting at just $145. For more information or to purchase season tickets fans can call the Admirals office at (414) 227-0550 or visit milwaukeeadmirals.com. Don’t forget to follow the Admirals on Twitter (@mkeadmirals) and on Facebook!