The NHL is giving its sponsors some extra minutes on the ice with an activation-heavy fan festival on October 27 and 28 ahead of its Heritage Classic outdoor game.

The free two-day outdoor fan park will serve as a preview of the 2023 Tim Hortons NHL Heritage Classic, the outdoor game between the Calgary Flames and Edmonton Oilers at Commonwealth Stadium in Edmonton on Sunday, Oct. 29 (5 p.m. MT, Sportsnet, TVA Sports, TBS, Max in the U.S.).

Ahead of it, more than a dozen NHL partners such as Kal Tire, Canadian Tire, and Molson will activate at the pre-game fan festival. The existing partners join a host of new brands, including Purex, Hyundai, Kal Tire, WestJet, CAT (Caterpillar), Truly Hard Seltzer and Play Alberta (Alberta Lottery and Gaming Commission).

The festival takes place at the Edmonton ICE District with the WestJet NHL Fan Park.

The NHL and its sponsors have built out a menu of family-friendly activities, musical performances and giveaways to rally fans ahead of the game. Lead sponsor Tim Hortons has installed NHL Heritage Classic branded hot beverage cups throughout the province alongside celebratory NHL Heritage Classic donuts in some locations. The branded cups will be available at the festival with complimentary hot coffee and hot chocolate from a branded truck.

There’s also the Canadian Tire Chill Zone where fans can show off their air hockey skills on air hockey tables made completely out of ice or snap a selfie in front of an ice wall. Kal Tire is testing the speed of fan slapshots at Kal’s NHL Garage and Hyundai is promoting its All-Electric IONIQ 5 SUV to the pickup truck crowd in a branded experience that includes hockey skill testing and contest.