Athletica Sport Systems Deploys LiveLED In-Ice Display Technology at Guelph's Sleeman Centre

New installation complements LED ribbons and the centre-hung scoreboard, enhancing fan engagement and creating revenue opportunities for teams, facilities, and leagues. 

WATERLOO, ON, Sept. 16, 2026 /PRNewswire/ -- Athletica Sport Systems, in partnership with the Guelph Storm Hockey Club, the City of Guelph, and the Ontario Hockey League (OHL), is proud to announce the successful installation of a state-of-the-art LiveLED In-Ice Display system at the Sleeman Centre in Guelph, Ontario, the first deployment of its kind in North America.

This demonstration technology installation marks a significant advancement in the partnership between Athletica and LEDFoil. It expands the use of technology for arena entertainment, sponsorship activation, and fan engagement, while establishing Guelph as the first venue in North America to integrate dynamic digital advertising and content directly into the ice surface.

The LiveLED In-Ice Display gives teams, leagues, and venue operators a powerful new communication channel for delivering immersive visual experiences before games, during intermissions, and at special events.

"This installation represents another important milestone in Athletica's commitment to innovation within the sports and entertainment industry," said Andrew McRae, CEO of Athletica Sport Systems. "Together with the Guelph Storm, the City of Guelph, and the Ontario Hockey League, we are creating meaningful brand experiences for sponsors while transforming the fan engagement during live events."

Creating New Revenue Streams for Sports and Entertainment Venues

The Athletica LiveLED In-Ice Display platform opens the door to new sponsorship inventory that previously did not exist within the environment. By creating highly visible branded moments during pregame presentations, ceremonial puck drops, player introductions, intermissions, community events, and championship celebrations, venue operators gain additional opportunities to monetize premium digital assets.

"As teams and venue operators seek new ways to engage audiences, in-ice digital technology offers another step toward fully integrated entertainment environments in modern venues. The Ontario Hockey League applauds the City of Guelph and our own Guelph Storm for embracing the opportunity to work with Athletica Sport Systems and become the first venue in North America to introduce the LiveLED In-Ice Display.  Ourselves and our partners are always looking for innovative opportunities to improve the fan experience and to drive incremental revenue.  We believe that the LiveLED In-Ice Display could prove to be an exceptional new asset available to us that would support both needs." – Cole Butterworth Senior Vice President, Business Operations, Ontario Hockey League.

For professional and junior hockey organizations, the technology provides:

• New sponsorship and advertising inventory
• Flexibility to host multiple teams' branding and sponsorship programs in one venue
• Enhanced partner activation opportunities
• Premium presentation opportunities for corporate partners
• Increased visibility for community programs and team initiatives
• Expanded event presentation capabilities beyond hockey games
• New digital content opportunities that complement existing LiveLED and venue technologies

Elevating the Fan Experience

The Athletica LiveLED In-Ice Display platform brings a new level of excitement and entertainment to fans at games and events.

High-impact animations, graphics, branding, and custom content can be displayed directly beneath the ice surface. These dynamic visuals create memorable moments during team introductions, championship ceremonies, special events, and fan entertainment programs. "Between the online reaction and the hype from fans walking through our doors, the feedback has been awesome. For the Guelph Storm to pioneer this technology in North America before pro arenas is something special, and when our season gets underway on September 18th, it's going to take our game-day energy to a whole new level." – Matt Newby Vice President, Business Operations, Guelph Storm

About Athletica Sport Systems

Athletica Sport Systems is the Global leader in innovative sports infrastructure and venue technology solutions. Serving professional, collegiate, municipal, and community facilities throughout North America, Athletica provides industry-leading solutions including dasher board systems, shielding systems, scoring and timing technology, LiveLED digital advertising platforms, and emerging venue technologies designed to enhance player safety, fan engagement, and facility revenue generation.

SOURCE Athletica Sport Systems Inc.