11,000 Fans Celebrate World Premiere: “ULTIMATE HOCKEY – Breaking the Ice” Thrills Innsbruck

With an impressive turnout and electrifying atmosphere, the world premiere of ULTIMATE HOCKEY – Breaking the Ice, held in cooperation with the IIHF, delivered a powerful statement. From April 10 to 12, 2026, more than 11,000 fans transformed the area in front of the Olympiaworld Innsbruck into a vibrant arena filled with emotion, energy, and excitement. As part of the 50th anniversary of the 1976 Olympic Winter Games, Innsbruck became the stage for a completely new ice hockey experience.

The innovative format is designed as a modern complement to traditional ice hockey. Played 3-on-3 on a compact rink, with two halves of 12 minutes of effective playing time, the game emphasizes speed, intensity, and continuous action. It is tailored to a contemporary audience, with a clear ambition to attract new target groups to the sport. 

Six national teams - Austria, Germany, Hungary, the Netherlands, Estonia, and Great Britain - competed in the inaugural tournament. Across three days, a total of 17 games were played, including group stages, placement rounds, semifinals, and the bronze and gold medal matches.

The emotional climax came in the final between Great Britain and Hungary. In a high-intensity contest of top-level play, Hungary secured a 9–4 victory, claiming the first title in ULTIMATE HOCKEY history—celebrated with thunderous applause from the crowd.

Another standout moment took place on Saturday evening, when the Innsbrucker Haie Ultimate faced off against the ULTIMATE HOCKEY Friends. In an electrifying atmosphere, both teams delivered a spectacular showcase, with the ULTIMATE HOCKEY Friends ultimately taking the win. 

Beyond the on-ice action, ULTIMATE HOCKEY – Breaking the Ice offered a multifaceted event experience. Friday’s high-profile Sports Summit brought together more than 80 invited guests from sport, business, and innovation to discuss the future of sport. Throughout the weekend, an urban festival atmosphere enhanced the event, featuring a fan village with an artificial ice rinklive musicDJ performances, and a wide range of entertainment for all age groups.

Mexx Valier, initiator of the format and CEO of ULTIMATE HOCKEY AG, reflected on the event’s success: “We didn’t just want to create a tournament, but a platform for emotions, encounters, and the future of sport. What we experienced here in Innsbruck exceeds everything we had hoped for.”

Luc Tardif, President of the IIHF, also praised the initiative: “This event shows how innovation and tradition can come together to grow our game. ULTIMATE HOCKEY brings a fresh, dynamic energy to ice hockey and opens the door to new audiences around the world.” 

With this successful premiere, ULTIMATE HOCKEY – Breaking the Ice has demonstrated the potential of a modern, fast-paced ice hockey format—turning Innsbruck into the heartbeat of a new sporting movement for one unforgettable weekend.

Press contacts: 

Protagonist Partners
info@protagonistpartners.com

ProOxy AG
Verena Adami
 
Director Communications
v.adami@ultimatehockey.org 

IIHF 
Florian Mayer
Manager 3x3
florian.mayer@iihf.com 

About ProOxy AG

ProOxy AG, headquartered in Rotkreuz (Switzerland), is committed to rethinking the sport of tomorrow and actively shaping its future. The company develops innovative sports and redefines existing disciplines — with a clear ambition to make movement more engaging, modern, and accessible.

With the Ultimate Hockey League (UHL), ProOxy AG is launching its first flagship project: a completely reimagined 3x3 small-field ice hockey format that elevates speed, skill, and entertainment to a new level. The UHL is built on a forward-looking concept that firmly integrates social and environmental sustainability — demonstrating how modern sports formats can be designed responsibly and innovatively.

With an interdisciplinary team of sports experts, developers, and strategists, ProOxy AG consistently focuses on innovation, dynamism, and future-oriented thinking. Its mission: to set new standards in the sports sector and create lasting impact for athletes, federations, event organizers, and the global sports community.

About the IIHF 

The International Ice Hockey Federation (IIHF) is the global governing body for the sport of ice hockey. With 84 Member National Associations (MNAs), the IIHF oversees the world’s premier ice hockey tournaments, including the World Championships, the Olympic Games, and various age-group competitions.  

Questions and Answers

Download the Q&A.

Press contacts: 

Protagonist Partners
info@protagonistpartners.com

ProOxy AG
Verena Adami
 
Director Communications
v.adami@ultimatehockey.org 

IIHF 
Florian Mayer
Manager 3x3
florian.mayer@iihf.com 

About ProOxy AG

ProOxy AG, headquartered in Rotkreuz (Switzerland), is committed to rethinking the sport of tomorrow and actively shaping its future. The company develops innovative sports and redefines existing disciplines — with a clear ambition to make movement more engaging, modern, and accessible.

With the Ultimate Hockey League (UHL), ProOxy AG is launching its first flagship project: a completely reimagined 3x3 small-field ice hockey format that elevates speed, skill, and entertainment to a new level. The UHL is built on a forward-looking concept that firmly integrates social and environmental sustainability — demonstrating how modern sports formats can be designed responsibly and innovatively.

With an interdisciplinary team of sports experts, developers, and strategists, ProOxy AG consistently focuses on innovation, dynamism, and future-oriented thinking. Its mission: to set new standards in the sports sector and create lasting impact for athletes, federations, event organizers, and the global sports community.

About the IIHF 

The International Ice Hockey Federation (IIHF) is the global governing body for the sport of ice hockey. With 84 Member National Associations (MNAs), the IIHF oversees the world’s premier ice hockey tournaments, including the World Championships, the Olympic Games, and various age-group competitions.  

Questions and Answers

Download the Q&A.