On 29 and 30 September the NHL came to London, with the Anaheim Ducks playing the LA Kings at London's new O2 Arena, in order to kick start the 2007-08 campaign.

Icon were tasked by AEG Europe to deliver a branding solution for the two day televised event for games between these sides, following NHL guidelines for artwork, size and layout positioning. A robust solution had to be found for the branding of the dasherboards (the protective side walls of the ice rink), as well as means of branding other key areas of the playing arena that TV cameras would focus on, including the players benches, penalty boxes and Zamboni (the ice sweeping machinery).

As the event was only over two days, materials were sourced for temporary use (easily removable) that would adjust to the cold temperatures of the ice rink, as well as being robust enough to withstand the impact of the players during game time.

Icon successfully completed the installation phase over a two day period, adhering to strict health and safety guidelines, with installation crews wearing specialist ice shoes for grip whilst working on the slippery ice surface.

The NHL event was complete sell-out, with 20,000 fans packing themselves into the arena to create a fantastic atmosphere and launch for the season. Televised throughout North America and worldwide via cable and satellite TV, the event achieved fantastic viewing numbers, with the branding solution ensuring sponsors and partners achieved great publicity.