Toronto Marlies: Game Day Photo Booths Through the Calder Cup Playoffs

The Toronto Marlies and MLSE booked an Instapod photo booth on the concourse at Coca-Cola Coliseum for the 2026 Calder Cup Playoffs, then brought us back for the new season.

Overview

MLSE's Toronto Marlies team is a returning PhotoboothTO client. For the 2026 Calder Cup Playoffs Eastern Conference Finals, the team booked an Instapod with instant prints for home games on June 1, 3 and 5, from 6 PM to 9 PM, at Coca-Cola Coliseum, 19 Nunavut Road.

The partnership continued into the fall with the home opener on October 3, and custom backdrop hardware for the Championship Celebration Game on October 24.

At a glance

• Client: Toronto Marlies, MLSE
• Venue: Coca-Cola Coliseum, Toronto
• Dates: June 1, 3 and 5, 2026, plus October 3 and October 24
• Format: Instapod with instant prints on the team's own fabric backdrop
• Placement: Section 102 on the concourse

By the Numbers

The Challenge

A playoff concourse is loud, crowded and timed to the game. The booth had to be live before doors, move fans through quickly between periods, and fit a partner activation space the team already used.

The team supplied its own branded fabric backdrop and needed us to bring and build the stands to display it, then take the hardware back after each game.

Key considerations included:

• Set up on the concourse at Section 102 before fans arrive
• Load in through the arena's service door with a team escort
• Use the team's own branded backdrop on our custom stands
• Fast fan flow on game nights
• Downloadable photos after every game

The Solution

We ran an Instapod with full colour instant prints in front of the Marlies backdrop, displayed on our custom backdrop stands. Photos were available to download and share after each game.

At the October 3 home opener, the game ran long and the team asked to extend the booth by 30 minutes, which we did on the spot. For the October 24 Championship Celebration Game, the team asked only for the backdrop hardware for a 20 by 8 foot fabric backdrop, and we supplied it.

Execution highlights

• Instapod with instant prints on the concourse
• Custom backdrop stands built for the team's own fabric backdrop
• Photos available to download after each game
• Same day 30 minute extension when the game ran long
• A returning MLSE client across the playoffs and the new season

The Results

The home opener gallery alone holds 591 photos and 199 prints, captured in one game window. Through the playoffs and into the new season, the booth gave Marlies fans a branded keepsake from the biggest nights of the year.

For sports partners, that is the value of a game day booth: a moment fans line up for, on the team's own branding, with prints they take home. It is the same approach behind our sponsor activations.

Game nights move fast. A quick Instapod on a branded backdrop lets fans leave with a print of the night, and gives the team content from every game.

More Case Studies

See how other brands and agencies have used PhotoboothTO, or browse every project on our case studies page.

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