Canadian Tire's Sherwood Hockey creates boundary-pushing hockey products that are high quality, unique, and designed to help the game grow. They challenge the status quo by providing players with the gear they need to match their personalities and playing styles — helping transform the ways in which hockey is played.
Since 2020, Sherwood has partnered with Maven to bring their annual global sales conference to online viewers across the world through our broadcast production services.
Each year, we work closely alongside the Sherwood team to develop a new studio look that reflects design elements of their upcoming product and their innovative brand. In the project’s pre-production phase, we prepare designs and renderings of the set, design broadcast graphics, develop the virtual platform, plan technical details, and construct the set.
The production involves 4k broadcast cameras, a 10-person onsite crew, live and remote presenters, and lots of pre-recorded content. We deliver the event to a custom online platform, which allows online audience members to easily access the live stream and other key resources. The platform also features Q&A and polling tools, allowing for real-time audience interaction.
Each year, Maven also develops new and engaging sets that give each year’s conference a unique identity — incorporating technology from LED walls to custom hockey boards. This evolving setup provides Sherwood a compelling space for hands-on product demonstrations, while also allowing for live audience questions throughout the show.
The sales conferences are broadcast live to internal and external stakeholders around the world, launching Sherwood Hockey’s line of equipment each season — but the event’s impact extends far beyond a single day. Sherwood leverages the recordings year-round, turning them into on-demand video content, product training resources, and ongoing social media content. Through delivering an exceptional livestream experience for viewers, our work with Sherwood gives them a platform to push the limits of their brand as they continue to shape the game of hockey.
