The NHL, The Maple Leafs and the City of Toronto will host the 2024 NHL All-Star Weekend, February 1 to 4. The event-filled weekend is highlighted by the four-day 2024 Hyundai NHL Fan Fair, a 300,000 square-foot family-friendly festival at the Metro Toronto Convention Centre South Building. More than two dozen NHL brand partners are taking part, the most partner activations the NHL has ever had for a Fan Fair and All-Star Weekend.

Sophie Kotsopoulos, NHL VP Partnership Marketing, expects tens of thousands of people to attend the Fan Fair. She says that something new this year takes place on Saturday morning. The NHL and Scotiabank will host players from the Toronto Gay Hockey Association, one of the largest LGBTQ hockey associations in the world, for a ball hockey game to compete for the Pride Cup.

Kotsopoulos says, “Our events create memorable, positive, valuable brand experiences that not only drive awareness but they drive consideration and favourability. We have so many legacy brands that wrap their arms around the biggest tentpole events that we have in our national marketing portfolio and that’s how we’re able to appeal to new brands who want to jump in and be a part of that.”

Rogers and Hyundai are two of the bigger partners taking part in the weekend activities that include several initiatives benefiting hockey’s youngest fans.

Hyundai Canada, the Fan Fair title sponsor is also the Official Automotive Partner of the NHL in Canada. The auto brand will host a number of activations including various hockey skill games and a chance to win a trip to the 2024 Stanley Cup Final. Fans will be able to interact with Spot – The Agile Mobile Robot, check out a Pack and Play game featuring the Hyundai Palisade. Hyundai will also be covering the cost for 400 diverse youth hockey players from the Greater Toronto Area to attend the 2024 Hyundai NHL Fan Fair on Sunday February 4.

Rogers is title sponsor for the All-Star Game in Canada, and is going all in with several activations and experiences at the Fan Fair and other spots around the city and by giving away hundreds of prizes including tickets and autographed merchandise. Rogers’ activations include the Hardest Shot skills competition at the Fan Fair, fan photos taken from the Sportsnet broadcast deck, and the chance meet NHL Alumni and Sportsnet personalities all weekend long.

Travelers at Toronto’s Pearson International Airport can experience the Rogers NHL All-Star giant slot machine. Fans can pull the hockey stick lever to match various All-Star icons to receive instant prizes and enter for a chance to win a signed NHL All Star Jersey. The activation is active until February 3 in Terminal 1, Node E through security.

Rogers is also making a $50,000 donation to Hockey 4 Youth, a charitable organization that provides hockey programming to newcomers and sidelined youth to increase social inclusion. Rogers will invite these young newcomers to walk the Rogers NHL All-Star Red Carpet like NHL and PWHL All-Stars and skate on the Hockey for All rink at Nathan Phillips Square with a hockey personality.

SAP is the presenting sponsor of the 2024 NHL All-Star Future Goals Kids Day. SAP will reward Greater Toronto Area students, who with in-market support from the Toronto Maple Leafs have participated in the NHL/NHLPA Future Goals program that gives them the opportunity to experience the Fan Fair and hear from hockey professionals who use principles of Science, Technology, Engineering and Math (STEM) daily. Five hundred kids from around the GTA will participate.

In addition to the Fan Fair, various community events and initiatives have been planned as a way to make hockey accessible to everyone, with free ice skating in the heart of the city, learn-to-play clinics at indoor and outdoor rinks, and more than 100 organized NHL Street ball hockey games. The NHL expects more than 25,000 fans to lace up skates or pick up a stick across Toronto, most notably Nathan Phillips Square which will transform into the Hockey for All rink with more than 20 hours of free public ice skating with free skate rentals.

Alexandra Park’s outdoor rink and indoor youth space will be part of the NHL All-Star Legacy Project. The Toronto Maple Leafs, MLSE Foundation, and the NHL introduce the 2024 NHL All-Star Legacy Project with an investment of more than $500,000 to revitalize ball and ice hockey rinks at three parks across the City of Toronto: Alexandra Park, West Mall Rink, and Port Union Community Recreation Centre. The Legacy Project’s upgraded recreational spaces will engage more than 23,000 youth each year with hockey programming and donated equipment to reduce barriers to play.

The weekend festivities include NHL All-Star Thursday February 1 featuring the Tim Hortons NHL All-Star Player Draft, the NHL Alumni Association Man of the Year, honouring the 1967 Toronto Maple Leafs, and the Canadian Tire PWHL 3-on-3 Showcase.

The NHL All-Star Skills presented by DraftKings Sportsbook takes place Friday, February 2 at 7 p.m. ET, airing on Sportsnet, TVAS, ESPN, and ESPN+. The Honda (U.S.) / Rogers (Canada) NHL All-Star Game on Saturday, February 3 at 3 p.m. ET, will be widely broadcast on Sportsnet, CBC, TVAS, ABC, and ESPN+.