3ICE and Legends Enter Strategic Partnership to Support and Accelerate Growth of new 3-on-3 Hockey League

October 26, 2022

Legends to Manage Sponsorships, Merchandise and Make Strategic Investment in 3ICE

3ICE, a three-on-three professional ice hockey league, and Legends, a data-intelligence fueled global premium experiences company, announced today a strategic partnership to support and accelerate the growth of the new independent North American hockey league. In addition to managing several lines of revenue generating operations for 3ICE, Legends will make a minority investment in the league.

3ICE concluded its successful inaugural season in August with a nationally televised championship tournament live from Las Vegas on CBS. The league will return for its second season in summer 2023. As part of the comprehensive new partnership, Legends will manage sponsorships, omnichannel merchandise, media strategy and buying for 3ICE, leveraging the company’s technology solutions division to deliver innovative, data-driven actionable insights and solutions across each service. In addition, 3ICE will have access to all areas of Legends’ intelligence-fueled 360-degree service solution, including planning, sales, and hospitality, as the league expands.

“We are overjoyed to partner with Legends across so many of their skillsets, it is a large step forward that continues our rapid growth and further validates our business and will translate into better experiences for all of our fans, sponsors, players, investors and every division within 3ICE,” said E.J. Johnson, CEO of 3ICE.

“E.J. and his team at 3ICE have created an exhilarating new take on a classic sport, giving the built-in fan base more of the speed, skill and thrill they love. We are excited to work alongside them to accelerate the growth of the league following an impressive inaugural season,” said Gabby Roe, President, Legends Growth Enterprises.

In the first season, 3ICE featured six teams with professional hockey pedigree players who traveled to eight tour-stops to compete in a tournament where each game consists of two, eight-minute halves using a running clock on a full-sized rink. Craig Patrick is League Commissioner and he was joined by six NHL Hall of Fame players as team coaches: Guy Carbonneau, Grant Fuhr, John LeClair, Joe Mullen, Larry Murphy and Bryan Trottier. The inaugural season of 3ICE aired on CBS Sports in the United States, TSN in Canada and ESPN for international rights. Players competed for more than $2 million in prize money throughout the season.

3ICE joins a growing list of Legends Growth Enterprises partners, the company’s division focused on leveraging its 360° service solution to support sports and entertainment properties, attractions, events, and platforms that are positioned for accelerated growth.

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