Ultimate Hockey (UH) - 3x3 Ice Hockey
New Partnership: Redefining Ice Hockey with Ultimate Hockey (UH)
The Future of Ice Hockey is 3x3
Protagonist Partners is proud to serve as the official commercial partner of Ultimate Hockey, supporting the long-term development and global positioning of the new 3x3 ice hockey format. The international rollout begins with the Ultimate Hockey - Breaking the Ice Tour, delivered in cooperation with the International Ice Hockey Federation (IIHF).
What is Ultimate Hockey (UH)?
UH is designed to be the fastest, most dynamic version of the game. Following the successful blueprint of 3x3 Basketball - which has already achieved Olympic status - UH transitions traditional ice hockey into a high-intensity, urban, and entertainment-driven experience. With smaller rinks, modified rules for maximum speed, and non-stop action, UH is built to captivate the next generation of fans and digital creators.
Our Mission
As the commercial lead, Protagonist Partners is responsible for building the league's global partnership ecosystem. We are currently scouting for visionary brands and sponsors who want to be part of this game-changing journey from day one.
Why it matters for Brands:
Innovation & Speed: A sport property tailored for short-form content and massive social media engagement.
Global Scaling: A worldwide expansion strategy backed by the IIHF, targeting 30 countries by 2030.
Olympic Vision: Be part of a format with a clear trajectory toward the Olympic Winter Games.
Urban Lifestyle: Merging elite performance with premium event entertainment in major metropolitan areas.
Join the Revolution
Are you looking for a dynamic, high-growth asset in winter sports? UH offers unique opportunities for brand integration, digital storytelling, and global visibility.
Contact us today to explore partnership packages and secure your spot in the fastest show on ice.