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TORONTO—This year’s NHL All-Star Weekend featured the return of some past traditions with an emphasis on family fun. Back was the popular player draft, which took place Feb. 1, with captains Connor McDavid, Auston Matthews, Nathan MacKinnon, and brothers Quinn and Jack Hughes picking their teams for the All-Star 3-on-3 tournament, which took place Feb. 3 at Scotiabank Arena in Toronto.
(ICYMI: Matthews’ team beat reigning MVP McDavid’s team 7-4 in the final.)
Justin Bieber was one of four celebrity captains, along with fellow Canadians Michael Bublé, Will Arnett, and Tate McRae.
The redesigned skills competition, which took place Feb. 2, had a new format with just 12 players participating and a focus on old-school events like hardest shot and fastest skater. Thursday night also included a 3-on-3 game with players from the new Professional Women’s Hockey League. It was the first time since 2012 that Canada hosted the All-Star Game.
Of course, in addition to the on-ice action, this year’s festivities included the Hyundai NHL Fan Fair—a four-day, 300,000-square-foot family-friendly fan festival held at the Metro Toronto Convention Centre Feb. 1-4. It featured interactive hockey games; a kids zone; special appearances by current NHL players, alumni, and mascots; and NHL memorabilia and trophy displays, including the opportunity to take a photo with the Stanley Cup.
Keep scrolling to see how brands like TRULY, Molson, and Hyundai engaged fans during the 2024 NHL All-Star Weekend…