The 2025 Discover NHL Winter Classic, which took place on New Year’s Eve at Chicago's iconic Wrigley Field before a sold-out crowd of more than 40K fans, demonstrated why the spectacle has become one of hockey's most celebrated events. Beyond the on-ice action––where the Chicago Blackhawks faced off against the St. Louis Blues––the Fan Village showcased the enduring power of innovative sports sponsorship activations.

As the title sponsor, Discover set the tone with a marquee activation featuring a massive air hockey table—a nod to the Classic’s theme of engaging fans through immersive experiences. In the spirit of the evening's New Year’s Eve revelry, Discover also hosted a Puck Drop Countdown, which mirrored the Times Square ball-drop tradition while fostering a festive ambience within the context of hockey fandom. 

More than 15 brands participated in the Fan Village, where each brought a singular spin to the occasion. From Great Clips’ target practice and Honda’s slap-shot challenge to Pepsi’s skee hockey game, interactive experiences engaged fans in novel and memorable ways. Meanwhile, Navy Federal Credit Union’s Hockey Shot Challenge and Jersey Mike’s personalized hockey card experience proved to be crowd favorites.

Ultimately, the Classic served as a prime example of how fan-first, experiential sponsorships remain a cornerstone of sports marketing, heightening engagement while creating lasting impressions with eager audiences.

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