Waterloo-based Athletica Sport Systems has formed a strategic partnership with Helsinki-based LedFoil to install under-ice LED screens in arenas across North America, as well as sell digital video advertising on the platform.

Athletica provides rink equipment, such as dasher boards and rink glass, to thousands of arenas in North America and internationally, from community rinks to arenas used by teams in the NHL, AHL and NCAA.

Typically, under-ice ads in arenas are made of cardboard and installed under the ice during the off-season, and aren’t switched out until the ice is removed. LedFoil’s LED screens enable content to be changed for different events and sponsors, in addition to more creative opportunities with videos and animations. The under-ice screens can operate on their own, or integrated with systems for other LED signage and score boards.

Andrew McRae, Athletica’s CEO, says the company is in the “early stages” of releasing the product, but has identified opportunities in Canada and the U.S. to install the system, with announcements about specific arenas coming in the near future.