The installation, a collaborative effort between Athletica Sport Systems, the Guelph Storm, the City of Guelph, and the Ontario Hockey League, marks a shift in how arenas utilize floor space. Rather than relying on traditional static logos, the system allows for high-impact animations and custom graphics to be projected from beneath the ice. This digital layer complements existing LED ribbons and the arena's central scoreboard to create a cohesive, immersive environment for spectators.

For venue operators, the platform unlocks previously unavailable sponsorship inventory. The technology offers flexibility for hosting multiple branding programs, making it a viable asset for both junior and professional organizations looking to drive incremental revenue. Matt Newby, Vice President of Business Operations for the Guelph Storm, noted that the upgrade is set to elevate game-day energy when the season begins on September 18. According to OHL Senior Vice President Cole Butterworth, the project reflects a broader industry push to modernize fan experiences while maximizing the commercial potential of sports infrastructure.