LiveLED In Ice Display Debuts at Sleeman Centre

Athletica Sport Systems has installed its LiveLED In-Ice Display system at Guelph’s Sleeman Centre with the Guelph Storm Hockey Club, the City of Guelph, and the Ontario Hockey League. The installation is the first of its kind in North America, placing dynamic digital advertising and content directly beneath the ice surface. It complements the arena’s LED ribbons and center-hung scoreboard, giving the venue more options for pregame presentations, intermissions, and special events. The system is aimed at teams, leagues, and venue operators seeking new sponsorship inventory and fan-facing visuals.

New Digital Space On Ice

The LiveLED In-Ice Display can show animations, graphics, branding, and custom content beneath the ice. Athletica positions the platform as an additional communication channel for live events, including player introductions, ceremonial puck drops, community events, and championship celebrations.

The installation also marks a further stage in Athletica’s partnership with LEDFoil. For facilities, the digital surface creates branded moments that can sit alongside existing LiveLED and venue technology.

“This installation represents another important milestone in Athletica's commitment to innovation within the sports and entertainment industry. Together with the Guelph Storm, the City of Guelph, and the Ontario Hockey League, we are creating meaningful brand experiences for sponsors while transforming the fan engagement during live events.”

Sponsorship And Event Options

Athletica says the platform gives professional and junior hockey organizations new advertising inventory, partner activation options, and digital content opportunities. A single venue can also use the system to support branding and sponsorship programs for multiple teams, as well as events beyond hockey.

“As teams and venue operators seek new ways to engage audiences, in-ice digital technology offers another step toward fully integrated entertainment environments in modern venues. The Ontario Hockey League applauds the City of Guelph and our own Guelph Storm for embracing the opportunity to work with Athletica Sport Systems and become the first venue in North America to introduce the LiveLED In-Ice Display. Ourselves and our partners are always looking for innovative opportunities to improve the fan experience and to drive incremental revenue. We believe that the LiveLED In-Ice Display could prove to be an exceptional new asset available to us that would support both needs.”

Guelph Storm Prepares For Season

The system will be part of the Guelph Storm’s game presentation when its season begins September 18. The club expects the in-ice content to add visual impact to its game-day program and event entertainment.

“Between the online reaction and the hype from fans walking through our doors, the feedback has been awesome. For the Guelph Storm to pioneer this technology in North America before pro arenas is something special, and when our season gets underway on September 18th, it's going to take our game-day energy to a whole new level.”