Rogers, Canada's leading communications and entertainment company and principal partner and national NHL broadcaster in Canada created 'This is Our Ice' to bring Canada together for the NHL Stanley Cup 2025 Finals, drive association with the NHL and reinforce hockey as Canada’s game. In a charged political atmosphere, tensions were running high ahead of Game 1 of the 2025 Finals, featuring Canadian team the Edmonton Oilers and US team the Florida Panthers. Hockey isn't just a sport in Canada—it's a way of life, and for millions of Canadians, it forms a cornerstone of national identity and culture. The Finals were rather a big deal. To unite the country behind the Oilers, Rogers gathered ice from players' hometown community rinks and added it to the surface at the Oilers' home arena. Ice from Magna Centre in Newmarket, Ontario—where Oilers superstar Connor McDavid took his first tentative steps in his hockey career—was carefully scraped into a thermos and transported to Edmonton to be combined with the NHL ice surface, alongside ice from several other rinks where players began their journeys from playground to the big league. This unique, first-of-its-kind activation connected with millions of hockey fans, generating global media coverage, over 40 million impressions, and helping Rogers achieve #1 association with both the NHL and Stanley Cup Finals.