MONTREAL — The pressure mounts as the clock ticks and the 21,105 fans in the stands (down four) scan the center scoreboard.

No, it’s not the final seconds of a close game, it’s more like it The Canadiens’ Bell Escapea (newly awarded) unique experience in the entire sporting world, taking place at the Habs’ home games since October 2022.

The immersive puzzle won top awards at Hashtag Sports Awards 2023, an annual event highlighting teams that are breaking new ground in fan engagement. The Canadians took first place in this category Best New Fan Experiencesurpassing the Sacramento Kings and Washington Capitals and Wizards, among others.

“Why an escape room in a hockey arena? you will ask us.

The activation was created in collaboration with Bell and designed by Échappe-Toi to offer fans a unique experience, only accessible in person at the Bell Centre.

The story is simple, but maybe a little strange:

The beloved Canadiens torch has gone missing and the four participating fans must find it under the watchful eyes of the crowd. Locked in the camera-equipped area just before the puck is released, the four have 30 minutes to locate the lost item and return to their seats. Otherwise, they will miss the beginning of the game and, dressed in t-shirts, the words “I failed!” will appear on the scoreboard.

See below Brendan Gallagher and Paul Byron put his escape skills to the test earlier this season.

Video: Gallagher and Byron at Bell Habs Breakout

The partnership agreement with Bell runs for three years and the Activation will return for Season 2, 2023-2024 in a brand new format. After an initial season in which all tickets to participate in the experience have been sold, the next year 41 new groups of four can try to solve the puzzles.

In the meantime, the club will continue to expand their trophy presentation to prevent the new award from disappearing as well as the torch.