TORONTO — As the 2016-17 NHL season approaches, fans are enjoying some hockey action in the month of September. An eight-team tournament running every four years and governed by the NHL, the World Cup of Hockey has certainly ramped up excitement in recent weeks.

Fans and tourists flocked to pretournament venues in Columbus, Pittsburgh and Quebec. They have also settled in Toronto, where the tournament is being held at the Air Canada Centre, home of the Toronto Maple Leafs.

The World Cup of Hockey originally ran in 1996 and 2004, and hadn't been heard from since. But in an attempt to create revenue for the league, the NHL reformatted the tournament's offerings and reintroduced it in 2015. At the time, estimates suggested up to $130 million in profits could be made via corporate sponsorships, TV rights. and ticket and merchandise sales. This was a lofty goal, given that the 2004 tournament made a measly $4 million.

With Forbes valuing the Leafs' franchise at $1.3 billion in 2014, Toronto seemed like a safe bet that hockey fans and tourists alike would show up to see the league's biggest superstars and up-and-comers.

The hospitality industry in Toronto is feeling the benefits, too.

While fans are able to buy tickets to single games, they also have the option of purchasing World Cup of Hockey-branded ticket packages from TicketmasterVIP. A Hospitality + Ticket Package promises tickets to a game and a visit to a local restaurant beforehand to enjoy a buffet dinner and open bar.

A Travel Package makes planning the trip easy for those visiting from out of town. Bundles include a three-night hotel stay at the Hilton, tickets to the game (with options to upgrade seats), a visit to the aforementioned buffet with open bar, a World Cup of Hockey souvenir, and staff on hand to assist with the itinerary.

Since the tournament began Sept. 17, downtown Toronto has been buzzing. It is not uncommon to see fans in hockey jerseys of their favourite player, or in clothing boasting their home country's flag. Bars and restaurants have been packed with local fans and tourists, watching the games.

Real Sports Bar and Grill — owned by Maple Leaf Sports and Entertainment, and just steps from the Air Canada Centre — has been packed with fans before, during and after the games. It is a go-to destination to cheer on Toronto sports teams, and local media are often there to cover sporting events.

This tournament was no different for Real Sports, but Frank Humada, a native of San Antonio, Texas, who lives and works in Toronto, noticed something different.

"Walking into Real Sports Bar before the game was surreal," he said. "I was in Canada, yet everyone was wearing USA gear. Not only that, but all of the Americans suddenly became best friends upon sight of the other wearing the red, white and blue. There was a bond quickly built on patriotism, and the desire to win."

At one point that day, Humada was interviewed by ESPN — he was asked what he was excited for during the World Cup of Hockey.

"I didn't admit it on camera, but I was excited about embracing the sport of hockey, as I never had a reason to be fully invested," he said. "With my country playing, I couldn't think of a better reason to get fired up for the game."

Humada obtained tickets to several games in the tournament, and is looking forward to expanding his horizons with his new-found sport — both as a fan and by sharing the experience with those around him, including a friend visiting from Texas.

"Never growing up watching or playing hockey, it has never been a sport that I have followed, but having the unique opportunity of watching a team of Americans and supporting my country was something I couldn't pass up," Humada said. "My friend and I decided to put as much USA gear on as possible to stand out, but what we found was that there were thousands of Americans who not only did the same, but were even more elaborate in their attire than we were."

Sports tournaments have continually proven themselves to be great sources of revenue. Toronto isn't the only city in Ontario with hosting arrangements in place. The cities of Windsor and London recently agreed on joint bid to host the 2019 IIHF World Junior Hockey Championships. With the $1 million bid, Windsor mayor Drew Dilkens acknowledged, "Sporting events can bring big money to (a) city."

Also in the works: The city of Ottawa recently advanced to the second phase of the bid process to host the 2021 Canada Summer Games. Once again, the economic benefit of sports tourism has been recognized. The 2013 Canada Summer Games, held in Sherbrooke, QC, raked in $165 million and brought 16,000 visitors to town. If successful in their bid, Ottawa hopes to build on that legacy.

Although total figures for the World Cup of Hockey have yet to be tabulated, it is obvious the two-week event has boosted revenues for the NHL, as well as the city of Toronto's hospitality industry.

In the past, NHL hockey in September has been a rarity. With a tournament to create hype for the league's superstars, the NHL has created an event that not only funds their initiatives, but also attracts fans to wherever the event is held — and creates some new fans along the way.