TORONTO -- Molson Canadian is doing its part to bring the game of hockey to new heights, literally.
Last year, the beer company and NHL corporate sponsor built a professionally made rink in a remote area of the Rocky Mountains in British Columbia to serve as the centerpiece and grand prize location of its #AnythingForHockey campaign.
This year, Molson Canadian chose an urban and airy setting for its #AnythingForHockey rink location, building a 100-by-45-foot rink 32 stories up on the rooftop at 120 Adelaide Street West in downtown Toronto, complete with breathtaking views of the city's skyline and netting to ensure pucks won't fall down to the street.
"Being up in the mountains last year, we had to find something just as epic," said Brock Hendricks, the U.S. associate brand manager for Molson Canadian. "We wanted to do something that has never been done before. We want to push the limits with hockey."