Take a look at the image above and tell me what you observe. Besides the Toronto Maple Leaf logo, you will notice Canadian Tire, Mr Sub, MasterCard and Sport Check. These ads are not just visible for a brief period; they are visible throughout the entire game. Even if you are not consciously paying attention to them every time the puck goes by, your subconscious mind is. This is the strength of in-ice advertising.
In-ice advertising is an increasingly popular strategy for businesses to promote their brand in a distinctive and attention-grabbing manner at ice rinks. The ads are placed directly on the ice surface to capture the attention of spectators and participants, boosting visibility.
One of the significant advantages of in-ice advertising is the potential to generate brand recognition. High-traffic areas of the rink, such as the center circle or along the boards, provide an ideal location for ads as they are impossible to miss, creating a lasting impression that can be reinforced through repetition.
Keeping a few critical factors in mind when designing an in-ice ad is essential to ensure maximum impact. The design should be simple, using bold colours and a clear, concise message that can be easily understood, even in motion. Additionally, the ad’s placement is crucial, and while the centre circle may be the most visible location, it’s also the most expensive. Other areas, such as the goal crease or penalty box, can offer significant visibility at a more affordable cost.
Some rinks offer the opportunity to customize the ice with company logos or designs, creating a unique and memorable experience for viewers. However, one potential drawback of in-ice advertising is the cost, which can be more expensive than other forms of arena advertising.
Despite this, in-ice advertising can be well worth the investment for companies looking to make a bold statement and reach a captive audience of sports fans. It offers a powerful way to promote a brand at a local ice rink and generate lasting brand recognition among a captive audience.
