It was important for all involved to make the fan experience feel fresh for a building that’s occupied year-round. We activated new opportunities and applied design in a way never seen before at the Air Canada Centre. The palette and graphic forms welcomed an international audience to celebrate global hockey at its best.
The World Cup of Hockey’s return was a big deal. And the NHL and NHL PA went above and beyond treating it as such. We banded together to evaluate all existing sponsorships and branding throughout Air Canada Centre, creating an event-brand activation plan to protect all partners and venue stakeholders alike.
The World Cup of Hockey branded seven official hotels, the entrances to historic Union Station, a vast Fan Village experience, and on-street locations throughout the city. They extended the event’s impact far beyond the tournament venue.
In addition to the main action at Air Canada Centre, the NHL and NHL PA hosted a ten-day fan festival in Toronto’s Distillery District.Show More
The Scotiabank World Cup of Hockey Fan Village was a celebration of global hockey—including appearances by players and alumni, live broadcasts of games, musical games, musical acts, and food from every country represented in the tournament.