Most sports sponsorships stop at branding and exposure. What makes the Danish Ice Hockey collaboration stand out is the technology being tested behind the scenes. @Concordium is using the event as more than a marketing opportunity, it’s becoming a live environment for experimenting with digital identity, on-chain payments, and AI-assisted user experiences. The average fan may never notice the systems powering it all, and that’s exactly what makes it effective. • Identity checks handled with zero-knowledge proof technology, keeping personal data private. • Transactions processed on-chain using $CCD. • AI-powered agents streamlining onboarding, ticketing, and other user interactions without compromising sensitive information. That approach feels far removed from the typical “put a crypto logo on a jersey” strategy. This is closer to what real adoption could look like: technology that improves the experience quietly in the background while making things more secure, efficient, and seamless.