In Canada, hockey isn’t just a game. It’s a national ritual. From neighbourhood rinks to NHL arenas, hockey connects us through passion, pride, and community. For brands, this shared culture offers a rare opportunity: to authentically engage fans in the places and moments that matter most. One of the smartest ways to do that is through out-of-home (OOH) advertising.
“From coast to coast, hockey unites us as Canadians; and out of home keeps your brand part of that journey, from the commute, to the rink, to the post-game celebrations.” says Jessica Carey, Vancouver resident and Director, Client Partnerships.
Hockey’s Cultural Scale
The scale of hockey in Canada is staggering. In the 2023/24 season alone, there were roughly 470,000 registered ice hockey players across the country. And they all need a place to play. Canada is home to about 2,860 indoor rinks and another 5,000 outdoor skating facilities, making the game physically woven into our communities at every level, according to the International Ice Hockey Federation.
When you place your brand in these environments, you’re not just reaching fans—you’re embedding yourself in the spaces where Canadians live out one of their most cherished cultural traditions.
Why OOH Wins With Hockey Fans
It Gets Noticed
OOH works because Canadians actually pay attention. According to COMMB, 78% of Canadians notice OOH ads, and 7 in 10 shoppers take action after seeing one. Whether that means going online to search for more information or even visiting a store in person the impact is measurable.
Local to National Presence
OOH matches the scale of hockey itself. Just as the sport thrives from small-town rinks to NHL arenas, OOH delivers relevance from hyperlocal community posters to national campaigns across major markets. With thousands of skating facilities nationwide, brands can target hockey fans exactly where they gather.
Shared Rituals, Shared Impact
Hockey fans are creatures of habit: the pre-game commute, the snack run between periods, the post-game celebration at the local pub. OOH is unskippable in these everyday moments, naturally integrating into the fan journey. It’s like having your brand on the power play—your message stands out at the perfect time.
Amplification Across Channels
The most creative OOH doesn’t stop at the rink. It gets photographed, shared, and talked about online. A witty headline outside an arena or a bold board on a game-day transit route can ripple across social feeds, multiplying your reach far beyond the physical placement.
Authenticity Is the Winning Play
The key is to show up in a way that feels true to hockey culture. Speak to the emotion of the game: the smell of fresh ice, the pride in pulling on a jersey, the joy of celebrating with family and friends. OOH gives brands the canvas to reflect these experiences authentically, becoming part of the game-day ritual rather than an interruption.
Final Buzzer
And just like hockey itself, timing is everything. The NHL season kicks off on October 7, 2025, with fans across the country heading to rinks, tuning in, and celebrating every goal, save, and victory. Out-of-home advertising lets your brand be part of this rhythm, from the morning commute to the post-game cheers. By showing up where hockey fans live, work, and play, your message becomes part of the game-day experience—unmissable, authentic, and shared. To see where the action unfolds and plan your next campaign around key moments, check out the full NHL schedule here.
