DAZN has acquired global broadcast rights for 3ICE, the professional three-on-three ice hockey league.
DAZN Expands Hockey Portfolio with 3ICE Rights
The agreement grants DAZN global distribution for 3ICE events, starting with the inaugural 3ICE World Cup held July 4-5 in Northern Ireland. That tournament featured eight national teams: Canada, the US, Sweden, Finland, Switzerland, Germany, Austria, and Great Britain. Following the World Cup, DAZN will broadcast the 3ICE Men’s League, scheduled for July 14-16 in Iowa, US, which consists of eight city-based franchises.
Shay Segev, DAZN Group’s chief executive (CEO), stated that the 3ICE format aligns with the company’s goal to bring fans closer to innovative sports, citing the league’s pace and drama as key drivers for both traditional hockey fans and new viewers. E.J. Johnson, CEO and founder of 3ICE, noted that the partnership provides players, coaches, and commercial partners with a global stage to showcase the speed and skill of the 3×3 format.
3ICE League Structure and Market Positioning
3ICE began life in mid-2022, and its events take place during the off-season of North American men’s ice hockey’s top-tier NHL.
The league has previously secured a variety of regional and international broadcast partners to build its footprint:
- International: The first 3ICE campaign was aired by ESPN.
- United States: Previous seasons received live coverage via CBS Sports.
- Canada: Rights deals are established with TSN and RDS.
Strategic Investments and Growth
Beyond broadcasting, 3ICE has sought institutional support to scale its operations. In late 2022, Legends, a premium experiences and hospitality company, entered a strategic partnership with the league. This agreement included a minority investment in 3ICE intended to accelerate the growth of the property.
This move into 3ICE comes as DAZN continues to diversify its sports portfolio. The company recently expanded its soccer offerings in Spain by adding the third-tier Primera Federacion to its existing coverage of the top two Spanish divisions.
3ICE Quick Facts
| Feature | Detail |
|---|---|
| Format | 3-on-3 Professional Ice Hockey |
| Season Timing | NHL Off-Season |
| World Cup Teams | 8 National Teams |
| Men’s League | 8 City-Based Franchises |
| Primary Broadcaster | DAZN (Global) |
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