The National Hockey League has named Ndax, one of Canada’s largest crypto exchanges, as the Official Crypto Exchange Partner for the 2025 Stanley Cup Playoffs.
The deal marks the NHL’s first partnership with a crypto platform and Ndax’s first foray into professional sports sponsorship, according to a note shared with crypto.news
As part of the agreement, Ndax will receive prominent brand exposure throughout the 2025 Stanley Cup Playoffs in Canada. Its logo will appear in the NHL’s camera-visible corner in-ice brand positions during all Canadian playoff games.
“We’re integrating Ndax throughout the playoff atmosphere—with digital rink boards, in-arena logos, and subtle broadcast placements—to build awareness and spark interest in crypto adoption right here in Canada. As a homegrown Canadian platform, we want fans to know that Ndax is their trusted gateway into digital assets.” Ndax CEO, Bilal Hammoud, to crypto.news
The company’s branding will also be featured through the League’s Digital Enhanced Dasherboards, which enable digital replacement of dasherboard ads for localized, market-specific messaging.
The DED system will be used in national broadcasts, providing Ndax with a unique channel to reach Canadian viewers.
“We’ve been talking to Ndax for the past few years around a possible partnership and Ndax continues demonstrating their leadership and credibility in the crypto space,” Max Paulsen, NHL Vice President, Business Development told crypto.news. “We believe in their leadership and want to grow with them.”
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Fan interaction campaign
In addition to on-ice and broadcast visibility, the partnership includes the launch of “Ndax ICE,” a fan activation campaign designed to engage viewers during the playoffs. Ndax ICE will feature weekly and round-based giveaways throughout the tournament.
Winners will receive crypto credits redeemable through Ndax, with a grand prize of tickets to the 2025 Stanley Cup Final, according to the company.
“To support curious fans, we’re introducing hockey fans to our Ndax Lighthouse,” Bilal said,”a learning hub featuring quick explainers, tutorials, and a simplified glossary — all designed to give users the confidence to take that first step into crypto.”
The campaign will focus on user growth, brand awareness, and crypto education, aiming to onboard 100,000 new users and boost recognition among Gen Z and Millennials through NHL-branded content and experiences, Bilal said.
The announcement comes as Ndax continues a phase of rapid growth. The company was recently approved as an Investment Dealer and Marketplace across all Canadian provinces and territories and is a member of the Canadian Investment Regulatory Organization.
As of March 2025, Ndax reported more than $17.5 billion in lifetime trading volume and $1 billion in assets under custody, according to the company.
It also holds one of the largest publicly disclosed strategic Bitcoin reserves in Canada.
