Bringing hockey, entertainment and mascots together.
For the 2026 Hockey World Championships, the Dutch Mascot Agency (DMA) was given the opportunity to develop and execute the official opening ceremony.
The challenge was clear: create an opening that would immediately capture the energy of a World Cup and set the tone for the days ahead. Our answer was a high-energy performance combining sport, music, dance and mascot entertainment into one cohesive show.
The concept
The opening was designed around one central idea: build energy, bring people together and create one unforgettable opening moment.
Four dance groups, consisting of 40 dancers, took to the pitch alongside the official tournament mascots.
Through a carefully choreographed sequence, the different groups and characters came together, building towards one collective finale. The combination of large-scale choreography, music, movement and character performance transformed the pitch into a stage and the opening into an experience for the entire stadium.
From concept to execution
DMA was responsible for bringing the different elements of the opening together — from creative development and choreography to production, rehearsals and live execution.
This meant coordinating dancers, mascots, music, stage management and production into one seamless performance. The result was an opening that was dynamic, energetic and unmistakably connected to hockey.
The team
Production
Jarno Korf
Choreography
Franklin Dietrich Spanbroek
Choreography Assistant
Larissa Selder
Music
DJ Brambo
Stage Management
Roeland van Spaandonk
Alongside the creative and production team, the performance was brought to life by 40 dancers, the official tournament mascots and their performers, supported by the wider event production team.
The DMA approach
For DMA, a mascot is never simply someone in a costume. A mascot is a character. A performer. A storyteller.
That same philosophy applies to every project we create. Whether we are developing a mascot performance, producing an activation or creating a large-scale opening ceremony, our focus is always on experience.
We combine professional performance, entertainment and creative production to create moments that audiences remember.
The Hockey World Championships opening was a perfect example of that approach: 40 dancers, multiple characters, one pitch and one shared moment.
A moment to remember
Opening a World Cup is a unique responsibility. It is the first impression of the event for thousands of people in the stadium — and for many more watching from home. We are proud to have been part of that moment.
Sport × Entertainment × Creativity
That is where DMA comes to life.
Let’s bring mascots to life.
Take a look at the World Cup Opening here: