Smirnoff Ice drops the puck on Dundas Square

The official cooler of the Toronto Maple Leafs is hosting a massive street hockey game in the city's busiest downtown hub tomorrow, marking opening day with alumni players, a skills competition and photo booths, followed by an outdoor broadcast of the game.

By Staff 
September 30, 2009

If you’re having trouble containing your excitement for the Leafs’ season opener, you may want to head to down to Toronto’s Dundas Square tomorrow where Smirnoff Ice is kick-starting the game by shutting down a section of Yonge Street and turning it into a full outdoor hockey rink, graced by Leafs legends.

Athletes booked to battle it out tomorrow on the Smirnoff Ice rink, built directly on the street as part of the Toronto Maple Leafs Alumni Challenge, include Mark Osborne, Mike Pelyk, Bill Derlago, Rob Pearson, Dan Daoust, Stew Gavin and Ken Strong.

The brand is also hosting the Smirnoff Ice skills competition at Yonge-Dundas Square, where fans can test their hockey moves for a chance to win one of six pairs of tickets to the Leafs’ home opener at the Air Canada Centre tomorrow night. ‘Leafs games remain one of the hottest tickets around, so we know that Leafs fans are excited to have a chance to win tickets from Smirnoff Ice to the sold out opening game and watch the live, outdoor broadcast of the game at Yonge-Dundas Square.

Those who don’t win can stay and watch the live, outdoor broadcast of the game, or stop by the Smirnoff Ice video booth to record their shout outs for the Leafs and share their favourite moments of the day.

Smirnoff Ice senior manager, communications, PR and sponsorships Alanna Stone tells MiC the goal of the activation is to build a stronger emotional connection between the male 19-to-24 demo, the Toronto Maple Leafs and Smirnoff Ice, while also raising awareness of the partnership. ‘The event is designed to create an extraordinary, unforgettable hockey experience that makes them feel proud to say ‘I was there!’ There are no fans as energetic, passionate, and supportive as Toronto Maple Leafs fans – they are a key part of our city’s sports culture, so we wanted to give them a chance to celebrate and kick off their favourite team’s season like never before,’ she says.

The alumni challenge starts at 11:45 a.m. tomorrow, Oct. 1, and the skills competition runs until 6 p.m. The live broadcast of Toronto Maple Leafs vs. Montreal Canadiens airs at 7 p.m.

Tomorrow’s activation, execution and concept development is led by Toronto-based High Road Communications.