Ontario Lottery and Gaming (OLG) opened a pop-up exhibition at the NHL All-Star Fan Fair event this weekend in Toronto.

The exhibition, OLG Homegrounds, immersed Canadian hockey fans in common places that are often turned into playgrounds, such as basements, garage doors, alleyways and local ponds. Visitors could interact with the exhibition, shooting pucks and trying to hit various points in the space marked with numbers. With every fan participation at the activation, OLG will make a donation to the Ontario Hockey Federation’s scholarship for postgraduate athletes in the province, according to the company.

The activation was supported by ads on OLG and NHL social networks. Momentum Worldwide developed the experience and EssenceMediacom handled the media buying.

OLG had already signed a multi-year agreement with the NHL in 2022. The deal designated OLG’s Proline+ sportsbook as an NHL official sports-betting partner. The partnership also provided OLG with distribution rights to the NHL’s official logos and cross-promotion across digital and social channels.

The NHL Fan Fair 2024 was held from Feb. 1 to 4 at the Metro Toronto Convention Centre. Hyundai Canada, the NHL’s automotive partner in Canada, was the official sponsor of the event and organized a series of activations, including hockey skill games and a chance to win a trip to the Stanley Cup Final this year. The Fan Fair was part of NHL All-Star Weekend, which kicked off last Thursday at the Scotiabank Arena in Toronto.