The National Hockey League (NHL) has established a national partnership with Calgary-based crypto exchange Ndax. This deal makes Ndax the official Crypto Exchange Partner in Canada for the 2025 Stanley Cup Playoffs events. Through this integration, the NHL introduced its first crypto exchange partnership, while Ndax obtained its initial collaboration with a professional sports league.
The agreement grants Ndax prominent branding privileges across NHL platforms throughout the 2025 Stanley Cup Playoffs which kicked off on April 19. During all Canadian playoff games the Ndax logo will be positioned in the camera-visible corner of the ice at the edge of play. The NHL Digital Enhanced Dasherboards (DED) will display branding for all national Canadian broadcasts. Through the digital arena dashboards known as DED the system allows targeted promotion messages to appear dynamically.
Elevating Fan Engagement Through the Ndax ICE Campaign
Ndax plans to expand beyond typical marketing through its “Ndax ICE” campaign as a national fan engagement program. During the entire 2025 Stanley Cup Playoffs, Ndax ICE will raise crypto platform exposure by enhancing fan investment in the platform. This promotional initiative will organize giveaways that occur at different time intervals, from daily through weekly to round-based.
Ndax ICE offers participants crypto credits for its platform and final round prizes, including Stanley Cup Final 2025 tickets. Bilal Hammoud, the Chief Executive Officer (CEO) of Ndax, also shared his remarks on this forged collaboration. he said, “The partnership with NHL is a powerful alignment of values-heritage, innovation, and national pride.” Kyle McMann, the Vice President of the NHL, also admired the partnership, aimed at branding in Canada for better outreach and to serve the community even in a better way.
The campaign will be supported by different forms of digital and social media integration through QR codes, co-branded creative assets, and custom URLs. The plan aims to enhance Ndax’s recognition among Canadian hockey fans as they promote their trading platform and services.
Expansion of Ndax’s National Footprint
Ndax experienced notable business expansion before this recent announcement. In March 2025, Ndax recorded $17.5 billion in trading lifetime volume while managing $1 billion worth of assets under its custody system. Ndax acquired regulatory approval through Investment Dealer and Marketplace in all Canadian provinces and territories before joining the Canadian Investment Regulatory Organization (CIRO).
The company operates with the most significant Bitcoin reserves among Canadian institutions and provides services that encompass staking, OTC trading, and institutional liquidity features. During this prominent sports event, the NHL partnership allows Ndax to increase its market visibility within the Canadian digital asset sector.
