A NEW ERA OF ICE HOCKEY

Faster. More dynamic. Sustainable. Accessible worldwide.

Ultimate Hockey League – UHL

more than a sport. More than a league. A movement to democratize pro-level ice hockey on its journey to the Olympic Wintergames 2034

UHL is designed for everyone: athletes, fans and media

In cooperation with IIHF

Global “Ultimate Hockey – Breaking the Ice Tour”

ProOxy and the International Ice Hockey Federation (IIHF) have announced the upcoming “Ultimate Hockey – Breaking the Ice Tour,” a Europe-wide series that will bring the fast-paced 3x3 Ultimate Hockey format to major urban centers. Launching in early 2026, the tour aims to introduce a modern, scalable and city-driven hockey experience to new audiences.

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Our Goal

make ice hockey accessible for everyone

In 2024, the global ice hockey market size was $3.5 billion and its valuation is expected to be $5.1 billion by 2030. However, the accessibility of the sport is decreasing – the number of ice rinks is decreasing by ~15% on a yearly basis. There is a big gap between demand & infrastructure supply: More than 60% of young people are interested in action sports that is fast paced, unique, digital and urban. Ultimate Hockey provides an opportunity to close the gap and creates access to sports for everyone worldwide

$5.1B market size by 2030

15% decreasing of ice rinks worldwide

60% of young people are interested in action Sports

More than a sport.

a global Wintersports movement

Ultimate Hockey reimagines the game: A 3x3 format - faster, more dynamic, more actionable and more exciting than the traditional format combined with interactive fan entertainment for the ultimate experience. With more sustainable, cost efficient and scalable synthetic ice rinks, Ultimate Hockey provides access to ice hockey 365 days a year, everywhere.

3x3 ice hockey format

365 access to ice hockey

Playgrounds. Tour. League.

a MULTI-dimensional proposition

Ultimate Hockey thinks it through. There is not only one dimension, but multiple to build on creating an action sports for the next generation of sports enthusiast

#1: playground initiative
A more sustainable & scalable way to provide access to ice hockey

#2: promotion tour worldwide
Create visibility, interaction & excitement for the new game

#3: league format
Establish a league format competing on a pro-level worldwide

News

Updates

Dec 10, 2025

PROOXY AND IIHF ANNOUNCE LAUNCH OF THE “ULTIMATE HOCKEY - BREAKING THE ICE TOUR”

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An ultimate opportunity.

An investment in the future of sports

Ultimate Hockey is seeking for strong and like-minded partners. An opportunity to reimagine ice hockey, create access to sports for the next generation, and ultimately generate profit from within.

Get in contact with us

Game Manual

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Game Manual

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Roadmap

road to Olympia

2026
Playground Initiative
The foundation to democratize ice hockey and to provide access everywhere with more sustainable infrastructure that reduces the carbon footprint by almost 85%
Impact :
Implementation of modular, temporary ice rinks – synthetic & real ice
Issuing of carbon footprint certificates
Commercial models: buy, lease, subscribe
2026 - 2028
Breaking the Ice Tour
Create visibility, interaction & excitement for the new game in iconic locations. The perfect way to intersect sports and entertainment – sportainment.
Impact :
Promotion tour with global media reach
12 iconic locations
+2,000 fans per tour stop
2027 - 2028
Ultimate Hockey League – UHL
Establish a league format – UHL competing on a pro-level worldwide and provide scalable, digital led interaction to fans. A sustainable monetization proposition from which everyone is benefiting.
Impact :
IIHF licensed format
Sponsorship, merchandising & gamification platform
Commercial models: franchise & license
2029
1st 3x3 Ice Hockey World Championship
Hosting the first 3x3 worldchampionship, an important milestone on the road to the Olympic Wintergames 2034
Impact :
Underlining the professionalism of 3x3 ice hockey
Global exposure via global broadcasting
Sponsorship & merchandising platform
2034
Premiere at the Olympic Winter Games
150 years after the foundation of ice hockey, debuting at the most iconic stage – the Olympics in its home market
Impact :
Generate reputation in sports
Remain an Olympic sport from then onwards
More to come...
2026
Playground Initiative
The foundation to democratize ice hockey and to provide access everywhere with more sustainable infrastructure that reduces the carbon footprint by almost 85%
Impact :
Implementation of modular, temporary ice rinks – synthetic & real ice
Issuing of carbon footprint certificates
Commercial models: buy, lease, subscribe
2026 - 2028
Breaking the Ice Tour
Create visibility, interaction & excitement for the new game in iconic locations. The perfect way to intersect sports and entertainment – sportainment.
Impact :
Promotion tour with global media reach
12 iconic locations
+2,000 fans per tour stop
2027 - 2028
Ultimate Hockey League – UHL
Establish a league format – UHL competing on a pro-level worldwide and provide scalable, digital led interaction to fans. A sustainable monetization proposition from which everyone is benefiting.
Impact :
IIHF licensed format
Sponsorship, merchandising & gamification platform
Commercial models: franchise & license
2029
1st 3x3 Ice Hockey World Championship
Hosting the first 3x3 worldchampionship, an important milestone on the road to the Olympic Wintergames 2034
Impact :
Underlining the professionalism of 3x3 ice hockey
Global exposure via global broadcasting
Sponsorship & merchandising platform
2034
Premiere at the Olympic Winter Games
150 years after the foundation of ice hockey, debuting at the most iconic stage – the Olympics in its home market
Impact :
Generate reputation in sports
Remain an Olympic sport from then onwards
More to come...
2026
Playground Initiative
The foundation to democratize ice hockey and to provide access everywhere with more sustainable infrastructure that reduces the carbon footprint by almost 85%
Impact :
Implementation of modular, temporary ice rinks – synthetic & real ice
Issuing of carbon footprint certificates
Commercial models: buy, lease, subscribe
2026 - 2028
Breaking the Ice Tour
Create visibility, interaction & excitement for the new game in iconic locations. The perfect way to intersect sports and entertainment – sportainment.
Impact :
Promotion tour with global media reach
12 iconic locations
+2,000 fans per tour stop
2027 - 2028
Ultimate Hockey League – UHL
Establish a league format – UHL competing on a pro-level worldwide and provide scalable, digital led interaction to fans. A sustainable monetization proposition from which everyone is benefiting.
Impact :
IIHF licensed format
Sponsorship, merchandising & gamification platform
Commercial models: franchise & license
2029
1st 3x3 Ice Hockey World Championship
Hosting the first 3x3 worldchampionship, an important milestone on the road to the Olympic Wintergames 2034
Impact :
Underlining the professionalism of 3x3 ice hockey
Global exposure via global broadcasting
Sponsorship & merchandising platform
2034
Premiere at the Olympic Winter Games
150 years after the foundation of ice hockey, debuting at the most iconic stage – the Olympics in its home market
Impact :
Generate reputation in sports
Remain an Olympic sport from then onwards
More to come...
2026
Playground Initiative
The foundation to democratize ice hockey and to provide access everywhere with more sustainable infrastructure that reduces the carbon footprint by almost 85%
Impact :
Implementation of modular, temporary ice rinks – synthetic & real ice
Issuing of carbon footprint certificates
Commercial models: buy, lease, subscribe
2026 - 2028
Breaking the Ice Tour
Create visibility, interaction & excitement for the new game in iconic locations. The perfect way to intersect sports and entertainment – sportainment.
Impact :
Promotion tour with global media reach
12 iconic locations
+2,000 fans per tour stop
2027 - 2028
Ultimate Hockey League – UHL
Establish a league format – UHL competing on a pro-level worldwide and provide scalable, digital led interaction to fans. A sustainable monetization proposition from which everyone is benefiting.
Impact :
IIHF licensed format
Sponsorship, merchandising & gamification platform
Commercial models: franchise & license
2029
1st 3x3 Ice Hockey World Championship
Hosting the first 3x3 worldchampionship, an important milestone on the road to the Olympic Wintergames 2034
Impact :
Underlining the professionalism of 3x3 ice hockey
Global exposure via global broadcasting
Sponsorship & merchandising platform
2034
Premiere at the Olympic Winter Games
150 years after the foundation of ice hockey, debuting at the most iconic stage – the Olympics in its home market
Impact :
Generate reputation in sports
Remain an Olympic sport from then onwards
More to come...

DRAG TO EXPLORE

2025

Playground Initiative

We kick off with modular synthetic rinks in urban centers, making hockey accessible 365 days a year. This lays the foundation for community building and grassroots development.

Impact :

Development of modular, temporary rinks (synthetic & real)

Flexible financing models: purchase, lease, rental

Target groups: cities, investors, sports ministries

2025

Playground Initiative

We kick off with modular synthetic rinks in urban centers, making hockey accessible 365 days a year. This lays the foundation for community building and grassroots development.

Impact :

Development of modular, temporary rinks (synthetic & real)

Flexible financing models: purchase, lease, rental

Target groups: cities, investors, sports ministries

2026 - 2028

Breaking the Ice Tour

The international sportainment series brings Ultimate Hockey to iconic venues and generates global attention. Concerts, all-star games, and public skating merge sport with entertainment.

Impact :

Awareness campaign with global media reach

Side programs: all-star games, concerts, public skating, trade village

Events hosting up to 2,000 spectators per location

2026 - 2028

Breaking the Ice Tour

The international sportainment series brings Ultimate Hockey to iconic venues and generates global attention. Concerts, all-star games, and public skating merge sport with entertainment.

Impact :

Awareness campaign with global media reach

Side programs: all-star games, concerts, public skating, trade village

Events hosting up to 2,000 spectators per location

2027

Launch of UHL Europe

The Ultimate Hockey League begins as a European pro league, proving the concept’s scalability. It sets the stage for monetization, media coverage, and long-term fan engagement.

Impact :

First official IIHF-licensed league

Multi-level, performance-based system with draft options

Media partnerships for live broadcasting

2027

Launch of UHL Europe

The Ultimate Hockey League begins as a European pro league, proving the concept’s scalability. It sets the stage for monetization, media coverage, and long-term fan engagement.

Impact :

First official IIHF-licensed league

Multi-level, performance-based system with draft options

Media partnerships for live broadcasting

2029

UHL Global Launch

The league expands beyond Europe, establishing itself as a worldwide platform. Powered by digital systems, it is climate-independent and universally scalable.

Impact :

Introduction of “Ultimate Smart Play” with gamification & AI

Digital player profiles & global ranking system

Franchise & license model for investors and clubs

2029

UHL Global Launch

The league expands beyond Europe, establishing itself as a worldwide platform. Powered by digital systems, it is climate-independent and universally scalable.

Impact :

Introduction of “Ultimate Smart Play” with gamification & AI

Digital player profiles & global ranking system

Franchise & license model for investors and clubs

2030

First World-Championship

The UHL hosts its first official world championship, creating a global showcase for sponsors, media, and fans.

Impact :

Global broadcasting for maximum visibility

High-value exposure for brands & sponsors

Platform for top players from all continents

2030

First World-Championship

The UHL hosts its first official world championship, creating a global showcase for sponsors, media, and fans.

Impact :

Global broadcasting for maximum visibility

High-value exposure for brands & sponsors

Platform for top players from all continents

2034

Olympic Premiere

Ultimate Hockey aims for inclusion in the 2034 Winter Olympics in Salt Lake City. This milestone marks ultimate recognition for its global relevance and sustainability.

Impact :

Backed by IIHF as official partner

Worldwide expansion as foundation by 2034

Sustainable, urban model with reduced CO₂ footprint

2034

Olympic Premiere

Ultimate Hockey aims for inclusion in the 2034 Winter Olympics in Salt Lake City. This milestone marks ultimate recognition for its global relevance and sustainability.

Impact :

Backed by IIHF as official partner

Worldwide expansion as foundation by 2034

Sustainable, urban model with reduced CO₂ footprint

Team

Meet the Team

A diverse team with strong expertise in different fields of play, and a track record working with global companies, start ups and agencies for more than 30 years.