Coca-Cola Helps Hockey Fans Make Magic in the Stands

​Coca-Cola Canada has raised a bottle to the unsung heroes of the hockey world: the fans. Launching just in time for the 2025-2026 NHL season, the new campaign 'Fan Work is Thirsty Work' honours the passion, persistence, and unique dedication of Canadian hockey fans, to show that rallying a crowd takes just as much heart as playing the game.

At the centre of the campaign is a film that tells a familiar story. One that plays out every season in hockey arenas all over the country: a lone fan single handedly trying to start the wave. Only in this version, his tireless attempts unite the arena, just in time for a game-winning goal. It’s a celebration of effort, enthusiasm, and the ice-cold reward that follows: a well-deserved Coca-Cola. 

“This spot is a love letter to the hockey fans who’ll do anything to will their team to greatness,” said Sharolyn Kenworthy, director of marketing at Coca-Cola Canada. “We want them to know that their energy doesn’t go unnoticed, and that Coca-Cola is there to fuel and reward their thirsty work.” 

Created by VML Canada, the film is driven by a gritty voiceover that echoes the spirit of Canadian hockey culture, celebrating great fans with the type of language and reverence that’s typically only reserved for the athletes. 

“Greatness doesn’t just happen on the ice: It also happens in the stands of every arena all across the country, " said Jake Hope, group creative director at VML. Great fans have the power to change a game.”

Fan Work is Thirsty Work will run throughout the 2025-2026 hockey season during broadcasts on TSN and Sportsnet. The campaign also appears in OLV, and will be supported with in-store activations. Large-format out-of-home running in Toronto, Montreal, Ottawa, Calgary, and Winnipeg will celebrate the passion of these fanbases, with headlines that speak specifically to the thirsty work of being a fan in these markets. 

Because whether you're scoring goals or starting waves, we think every shot counts—and every fan deserves a refreshing reward.