Throughout the evolution of entertainment and promotional staffing models in the National Hockey League, several franchises historically utilized specialized brand ambassador teams—frequently referred to colloquially as ice teams or ice crews—to assist with on-ice maintenance during media timeouts, shovel snow accumulation, and engage with fans during intermission activities. Teams like the Los Angeles Kings, Florida Panthers, and New York Islanders pioneered or popularized these interactive promotional groups to enhance the live arena experience. In recent years, many organizations have transitioned toward co-ed street teams and community-focused promotional crews to modernize their entertainment offerings and reflect inclusive game-night presentation standards across the league.