The NHL’s official youth street hockey league held a four-day showcase for kids ages 8 to 12, providing them the opportunity to participate in games and other activities.Photo: Courtesy of Instagram/@nhlstreet
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TORONTO—This year’s NHL All-Star Weekend featured the return of some past traditions with an emphasis on family fun. Back was the popular player draft, which took place Feb. 1, with captains Connor McDavid, Auston Matthews, Nathan MacKinnon, and brothers Quinn and Jack Hughes picking their teams for the All-Star 3-on-3 tournament, which took place Feb. 3 at Scotiabank Arena in Toronto.
(ICYMI: Matthews’ team beat reigning MVP McDavid’s team 7-4 in the final.)
Justin Bieber was one of four celebrity captains, along with fellow Canadians Michael Bublé, Will Arnett, and Tate McRae.
The redesigned skills competition, which took place Feb. 2, had a new format with just 12 players participating and a focus on old-school events like hardest shot and fastest skater. Thursday night also included a 3-on-3 game with players from the new Professional Women’s Hockey League. It was the first time since 2012 that Canada hosted the All-Star Game.
Of course, in addition to the on-ice action, this year’s festivities included the Hyundai NHL Fan Fair—a four-day, 300,000-square-foot family-friendly fan festival held at the Metro Toronto Convention Centre Feb. 1-4. It featured interactive hockey games; a kids zone; special appearances by current NHL players, alumni, and mascots; and NHL memorabilia and trophy displays, including the opportunity to take a photo with the Stanley Cup.
Keep scrolling to see how brands like TRULY, Molson, and Hyundai engaged fans during the 2024 NHL All-Star Weekend…
The Hyundai NHL Fan Fair was a four-day, 300,000-square-foot family-friendly fan festival held at the Metro Toronto Convention Centre Feb. 1-4.
Photo: Courtesy of NHL
The entrance featured team flags and light posts in the shape of hockey sticks.
Photo: Courtesy of NHL
Pepsi Puck Stop
At the Pepsi Puck Stop, fans faced off against NHL and PWHL All-Star players like Brock Boeser, Sam Reinhart, Marie-Philip Poulin, and Natalie Spooner with a refreshing spin on classic skills challenges including Sip Tac Toe, Shufflepuck, and Skeepuck. They also sipped on Pepsi Zero Sugar and scored some swag.
Photo: Courtesy of Pepsi Canada
Scotiabank Visa Arcade
At the Scotiabank Visa Arcade, fans were able to play classic arcade-style games including air hockey and Skee-Ball, and try their hand at a claw machine to win prizes.
Photo: Courtesy of Scotiabank
The activation featured DJ sets that took place throughout the four-day event.
Photo: Courtesy of Scotiabank
Cheetos Top Cheetle
In the run-up to the All-Star Game, Cheetos dropped a 16-foot statue in the middle of Toronto's Roundhouse Park. Specially made for NHL All-Star Weekend, the "Cheetos Top Cheetle" statue features a Bauer hockey glove proudly displaying Cheetle-tipped fingertips.
It then moved inside to the Fan Fair, where fans were able to use a claw machine to win swag, say "cheese" at a larger-than-life photo op with the statue, and get their mitts on Cheetos snacks.
It then moved inside to the Fan Fair, where fans were able to use a claw machine to win swag, say "cheese" at a larger-than-life photo op with the statue, and get their mitts on Cheetos snacks.
Photo: Courtesy of PepsiCo.
TRULY Hard Seltzer
This year marks the launch of TRULY Hard Seltzer’s new brand platform “FOR THE TRUE,” along with its official partnership with the NHL. With the activation at the Fan Fair, TRULY and Momentum Worldwide’s Canada team aimed to celebrate supporters with commemorative "Fan Cans." Local artists created the distinctive designs that fans could choose for their cans.
Photo: Ali Soheil
A TRULY mural at the center of the space featured the brand’s vibrant color palette.
Photo: Ali Soheil
Hyundai Canada
As the official automotive partner of the NHL in Canada, Hyundai Canada was the title sponsor of this year's NHL Fan Fair, hosting a number of activations including various hockey skill games and a chance to win a trip to the 2024 Stanley Cup Final.
Fans were able to interact with Spot, the Agile Mobile Robot from Boston Dynamics, and participate in a "Pack and Play" game featuring the Hyundai Palisade. There was also a recognition wall where attendees could pay tribute to someone who helps "drive" the game of hockey forward. Plus, the auto brand covered the cost for 400 diverse youth hockey players from the Greater Toronto Area to attend the Fan Fair. Hyundai worked with experience design agencies kubik and Midnight Circus on the activations.
Fans were able to interact with Spot, the Agile Mobile Robot from Boston Dynamics, and participate in a "Pack and Play" game featuring the Hyundai Palisade. There was also a recognition wall where attendees could pay tribute to someone who helps "drive" the game of hockey forward. Plus, the auto brand covered the cost for 400 diverse youth hockey players from the Greater Toronto Area to attend the Fan Fair. Hyundai worked with experience design agencies kubik and Midnight Circus on the activations.
Photo: Courtesy of Hyundai Canada
Hyundai also showcased its newest models, including the Palisade, Kona, and IONIQ electric vehicles, and the completely redesigned 2024 Santa Fe NHL Edition.
Photo: Courtesy of Hyundai Canada
“As title partner of the Hyundai NHL Fan Fair, Hyundai Canada was thrilled to see fans come out and enjoy the many family-friendly activities, with everyone united by their love for hockey," said Christine Smith, director of marketing at Hyundai Auto Canada.
"It was a treat to execute our partnership for the All-Star Game in Toronto of all places this year, and bring our partnership to life for local customers and fans. The National Hockey League did a tremendous job on this four-day event, and we're thankful for the opportunity to engage with hockey fans and showcase our all-star lineup of vehicles including the all-new Hyundai Santa Fe NHL Edition."
"It was a treat to execute our partnership for the All-Star Game in Toronto of all places this year, and bring our partnership to life for local customers and fans. The National Hockey League did a tremendous job on this four-day event, and we're thankful for the opportunity to engage with hockey fans and showcase our all-star lineup of vehicles including the all-new Hyundai Santa Fe NHL Edition."
Photo: Courtesy of Hyundai Canada
Molson’s All-Star Fan Bar
Molson took over Toronto sports bar The Bottom Line Feb. 2 and 3. There, hockey fans were able to indulge in specialty menu items with Molson beer pairings.
Photo: Courtesy of Molson
NHL alumni stopped by including former Canadian player P.K. Subban.
Photo: Courtesy of Molson
At the All-Star Fan bar, guests could get their hands on exclusive merch and prizes by participating in challenges and trivia hosted by The Hockey Guys, as well as enter into drawings for custom-painted helmets from artist Felipe Arriagada.
Photo: Courtesy of Molson
Ontario Lottery and Gaming Corporation’s ‘Home Grounds’
Inspired by the idea that Canadian hockey fans can turn any corner into a game of hockey—from basements to garage doors, alleyways to local ponds—the Ontario Lottery and Gaming Corporation (OLG) enlisted Momentum Worldwide’s Canada team to re-create those moments at the Fan Fair.
Photo: Ali Soheil
In collaboration with Hollywood set builder Jay Pooley, OLG’s activation space at the convention center was transformed into a massive set-build of popular Canadian “home grounds.”
Photo: Ali Soheil
OLG’s brand platform, “Bring Home The Win,” emphasizes that 100% of OLG’s profits go back to local communities. With every fan participation at the activation, OLG made a donation to the Ontario Hockey Federation’s scholarship for young postgraduate athletes in the province. Over the course of the Fan Fair, OLG donated a grand total of $30,000.
Photo: Ali Soheil
KitKat Save Streak Activation
As the official chocolate of NHL All-Star Weekend, KitKat invited Torontonians to “Break Like an All Star” at the Fan Fair. Hockey fans could test their skills at the KitKat Pops Save Streak activation and refuel with some of the sweet treats. KitKat partnered with Sportsnet host Faizal Khamisa (pictured) to give away two tickets to the Fan Fair. He was also on site testing his goalie skills.
Photo: Courtesy of KitKat
NHL Street
The NHL’s official youth street hockey league held a four-day showcase for kids ages 8 to 12, providing them the opportunity to participate in games and other activities.
Photo: Courtesy of Instagram/@nhlstreet
In partnership with RCX Sports—and with support from Tim Hortons and Hyundai—NHL Street provides kids and their families across North America the chance to suit up in authentic uniforms to play in neighborhood leagues.
Photo: Courtesy of Instagram/@nhlstreet
Chipotle’s Handle Like Hughes
Chipotle challenged fans to stickhandle like New Jersey Devils player Jack Hughes for a chance to win prizes. Inspired by the Chipotle Unwrapped video starring Hughes, fans had the chance to stickhandle through a row of pucks and finish with a shot on goal.
Photo: Michele Laufik/BizBash
SICO by PPG Kids Zone
This activation included two ball hockey rinks where fans could play softee hockey, as well as appearances by Splash, the SICO by PPG mascot. There were also demonstrations of thermochromic-coated, color-changing pucks that PPG helped develop to showcase how the puck turns from purple to white when the puck’s temperature is above freezing. The visual change in puck color enables NHL referees to easily know when to replace the puck.
Photo: Courtesy of PPG
Canadian Tire
Canadian Tire offered fans the opportunity to play some of their favorite interactive games, such as giant hockey kerplunk, while collecting rewards in the penalty prize box. The activation was produced by Northern Productions.
Photo: Courtesy of Northern Productions
Prince Edward Island All-Star Clubhouse
Tourism Prince Edward Island was on hand offering samples of PEI oysters, Cows brand ice cream, and lobster rolls. Attendees could also test their skills on a mini putt course.
Photo: Courtesy of Tourism Prince Edward Island
Oreo
As the official cookie of NHL All-Star Weekend, Oreo offered an inclusive play zone where hockey fans could try their luck at arcade-inspired favorites like bubble hockey, air hockey, and a classic Twist, Lick, and Dunk Challenge.
Photo: Michele Laufik/BizBash
Kal’s NHL Garage
At Kal Tire’s Fan Fair activation, attendees could enter for a chance to win NHL tickets, as well as play air hockey and cornhole. Giveaways included keychain tags and sunglasses.
Photo: Courtesy of Kal Tire
A huge tire from an earthmover served as the centerpiece of the space.
Photo: Michele Laufik/BizBash
Rogers
As part of the Rogers activation, artist David Arrigo was on site live-painting an NHL All-Star Hardest Shot-themed mural. The 14-foot mural featured past and present NHL Hardest Shot champions.
Photo: Michele Laufik/BizBash
Sherwood Hockey’s 75th Anniversary Event
Canadian hockey brand Sherwood Hockey celebrated 75 years during All-Star Weekend. Hosted at Sport Chek Maple Leafs Square Feb. 1-4, the celebrations included giveaways, games, and special guest appearances from pro hockey athletes.
Photo: Courtesy of Sherwood Hockey
Fanatics x Make-A-Wish
On Friday, Fanatics and Make-A-Wish facilitated a special surprise for five kids whose wishes were to attend the NHL All-Star Game. Fanatics enlisted the help of Toronto Maple Leafs star Auston Matthews to surprise the kids at a pre-All-Star Game event. Matthews signed autographs and took photos with the group. Additional players who also visited included NHL All-Stars Connor Bedard, Leon Draisaitl, Vincent Trocheck, Rasmus Dahlin, and Brady Tkachuk. The group was also treated to a shopping experience at the Fanatics-operated NHL Fan Fair store, and received a customized merch bundle.
Photo: Courtesy of Fanatics
