How O2 Froze Belfast to Reveal Partnership with Elite Ice Hockey League Champions

O2 has officially unveiled the new jersey for reigning Motorpoint Elite Ice Hockey League (EIHL) champions, the Belfast Giants, following a high-impact experiential teaser activation in Belfast city centre.

A giant mystery ice sculpture was installed in Victoria Square, stopping commuters and shoppers in their tracks as it slowly melted away over 48 hours to reveal the hidden jersey inside. To drive digital engagement, members of the public were invited to guess the mystery item by tagging @O2UK with #O2IceBreaker across Instagram, TikTok and X. Following the completion of the melt, one lucky competition winner was selected from the correct entries to win the exclusive, team-signed jersey that was frozen inside the ice.

The guerrilla-style activation formed the teaser phase of a strategic partnership between O2 and the Belfast Giants. The 2026/27 Belfast Giants kit was officially unveiled on Friday 21st August as a melting ice sculpture at Victoria Square gradually exposed the new jersey. Broadcast simultaneously across O2’s social media, the event debuts O2’s logo on the torso of the Giants' kit for the first time.

Hundreds of Belfast Giants fans gathered in the heart of Belfast to get their first look at the club's four brand-new jerseys, revealed in front of a passionate home crowd. The event gave supporters the chance to meet players, including Captain David Goodwin, Mack Stewart, Jake Kupsky and Nic Guay, snap photos, collect autographs and have merchandise signed, creating a memorable fan-first celebration.

Brought to life through the wider ‘Legends. Not Myths’ marketing campaign – which features real fans and prominent figures including Carl Frampton and head coach Adam Keefe – the title sponsorship marks O2’s first venture into professional ice hockey. The partnership follows the 10-year naming rights agreement establishing The O2 Belfast and integrates brand benefits including Priority perks (20% off new jerseys and ticket allocations) and dedicated 4G/5G+ network capacity upgrades inside the arena.

​Gareth Griffiths, director, partnerships and sponsorships at Virgin Media O2, said, “Seeing the O2 logo on the new Belfast Giants jersey marks an exciting start to our partnership with the team and the next evolution of O2’s longstanding commitment to sport. Having proudly sponsored England Rugby for more than 30 years, we are excited to make a positive impact in professional ice hockey and bring fans closer than ever to the reigning EIHL champions.”

Steve Thornton, sports director at The Odyssey Trust, added, “Unveiling a new jersey is always an important moment ahead of a new season, and we’re delighted to see O2 take its place on the front of a Belfast Giants jersey for the first time. This partnership brings together two organisations with strong connections to people across Northern Ireland and a shared ambition to deliver outstanding experiences across the board.”