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Molson Canadian and Sportsnet Bring Hockey Fans Live, Front-Row Access in 360 Virtual Reality – All from the Comfort of Their Own Homes


TORONTO (February 8, 2017) Molson Canadian and Sportsnet are bringing the next big thing in sports innovation to the country’s hockey-loving fans with the launch of live 360 Virtual Reality (VR).  This marks the first time 360 VR will be used in NHL® broadcasts, bringing fans a virtual front-row seat inside hockey arenas around Canada – all from the comfort of their own home.

For six consecutive Saturday night hockey broadcasts, fans will be able to watch the games live in 360 VR on and the Sportsnet app by using special virtual reality viewfinders. These viewfinders are currently available exclusively in select cases of Molson Canadian across Canada.  Three different 360 VR cameras will be used during the games, allowing viewers to experience the live action on the ice and take in the arena’s lively atmosphere. Adding to the immersive experience, fans can also watch behind-the-scenes footage from select NHL® teams and on-demand highlight videos – all in 360 VR.

“Molson Canadian is known for bringing epic hockey experiences to the people who love our beer, and we understand that hockey fans across the country may never a get a chance to sit front row during a Saturday night game.  So now we are bringing the front row to you, live during some key hockey match-ups as we enter the playoff stretch of this season,” says Duncan Fraser, Marketing Manager, Molson Canadian. “We’re so excited to bring the latest in Virtual Reality technology to hockey lovers from coast to coast in a way that only a partnership like Molson Canadian, Sportsnet and the NHL® can!  We’re creating an experience for Canadians to celebrate their love of the game like never before!”

“We are continually pushing innovation at Sportsnet to give sports fans the best and most immersive experience,” said Rob Corte, Vice President of Production, Sportsnet. “Together with Molson, we are at the forefront of another ‘first’ for hockey fans, and are excited to bring them this unique viewing experience.”

The live 360 VR experience will be available for the following Sportsnet games:

  • Calgary Flames @ Vancouver Canucks – Saturday, Feb. 18
  • Montreal Canadiens @ Toronto Maple Leafs – Saturday, Feb. 25
  • Detroit Red Wings @ Edmonton Oilers – Saturday, March 4
  • Calgary Flames @ Winnipeg Jets – Saturday, March 11
  • Chicago Blackhawks @ Toronto Maple Leafs – Saturday, March 18
  • Ottawa Senators @ Montreal Canadiens – Saturday, March 25

Canadians of legal drinking age will get their own virtual reality kit when they purchase specially marked cases of Molson Canadian, available nationally while quantities last, at participating local retailers (retailers vary per region across the country.) The kit includes a VR headset and unique pin code to access all the VR content, and instructions to download the VR compatible mobile Sportsnet app available on the App Store and Google Play.

For more information and exclusive access, please visit:

 About Molson Coors Canada:
Molson Coors Canada is the Canadian division of Molson Coors Brewing Company, a global brewer with operations in Canada, the U.S., the U.K. and Asia. The company proudly offers some of the most popular brands in Canada with an award-winning brand portfolio that includes Molson Canadian, Coors Light, Molson Export, Rickard’s and Molson Canadian 67.  Molson Coors Canada employs 3,000 Canadians, operates seven breweries, including boutique breweries Creemore and Granville Island, and invests in communities from coast-to-coast through its various charitable initiatives and sports and entertainment sponsorships. Molson Coors Canada is committed to promoting its products and events in a responsible manner as part of an active, healthy lifestyle.  Molson Canadian is the official beer sponsor of the National Hockey League.

Twitter: @Molson_Canadian
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Hashtag: #anythingforhockey

About Sportsnet
Sportsnet is Canada’s #1 sports media brand, connecting Canadian sports fans to their favourite teams and athletes.  Delivering storytelling on a local, regional, national and global level, the multiplatform brand consists of Sportsnet,, Sportsnet 590 The FAN, Sportsnet 960 The FAN, Sportsnet NOW, and the Sportsnet app.  Sportsnet consists of four regional channels (Sportsnet East, Ontario, West and Pacific), and the nationally-distributed Sportsnet ONE, Sportsnet 360, and Sportsnet World.  Sportsnet is the official Canadian NHL® national multimedia rights holder, and is also the official regional television broadcast rights holder for the Calgary Flames (including radio rights on Sportsnet 960 The FAN), Edmonton Oilers, Toronto Maple Leafs (including radio rights on Sportsnet 590 The FAN), Vancouver Canucks and Montreal Canadiens. Sportsnet also has exclusive TV & radio coverage of all 162 Blue Jays games, as well as other MLB games, Toronto Raptors, NBA, Grand Slam of Curling, Rogers Cup, CHL, Thursday Night Football, IndyCar, and extensive soccer programming including Premier League, Bundesliga, FA Cup and 2018 FIFA World Cup European Qualifiers.

Facebook: Sportsnet
Twitter: @Sportsnet
Instagram: @Sportsnet

NHL®  and the NHL®  Shield are registered trademarks of the National Hockey League. © NHL 2017.  All Rights Reserved.

Media only:
For more information on Molson Canadian, or to request an interview, please contact: Warren McDougald at Citizen Relations at or 416-306-6624.

For more information on Sportsnet, or to request an interview, please contact: Meghann Cox at or 416.258.3296