Is this not a totally cool thing? Just like in First Life, the Second Life hockey arena has ads along the boards. So Patrice made up a nice professional ad and bought space.
The SL Hockey League blog doesn't get updated very often, but I checked the standings at the rink. Looks like the Whales are still tied for first place with the Moose, both clubs at 7 wins and 3 losses. I'm sure Patrice is dying to get back on the ice!
And hey, I learned how to capture a SLurl, so here's one for a landing point just outside the rink. So check out a game some time, but don't forget to remove all your prims, animations, and scripted devices first!