We showcase standout ice hockey campaigns from recent years which illustrate the innovative approaches, creative thinking and depth of understanding needed to meet the challenges of marketing the smallest of the Big Four leagues. Ice hockey boasts some of the most passionate fans and perhaps the most committed culture in world sport. But it typically lacks the national TV saturation, natural commercial breaks and high scoring of its rivals. It can be so fast that newcomers find it hard to follow and arguably has the deepest (often macho, sometimes conservative and invariably lacking in diversity) sporting culture which can be hard to unlock. The task of meeting these challenges so often results in some of the very best sports marketing.