By Basil Stroh

NHL Public Relations

NEW YORK (May 8, 2025) – AutoTrader and the National Hockey League (NHL®) today announced a new multiyear Canadian partnership, naming AutoTrader the Official Pre-Owned Automotive Marketplace of the NHL. This is AutoTrader’s first-ever professional sports league partnership.

“We’re excited to welcome AutoTrader to the NHL family, so we can work together on developing creative efforts to engage fans and consumers in Canada,” said Chris Falkiner, NHL Vice President, Business Development Solutions. “We look forward to providing AutoTrader significant brand presence in Canada and developing new content that grows NHL fans’ affinity for the country’s largest online automotive marketplace.”

As part of the partnership, AutoTrader will receive prominent brand exposure on the NHL’s award-winning Digital Enhanced Dasherboards (DED) during national NHL Regular Season and Stanley Cup® Playoffs broadcasts in Canada. The DED system allows for the digital replacement of camera-visible dasherboards in local, national, and international game feeds, enabling dynamic, market-specific branding and promotional messaging. These activations can include URLs, flighted campaigns, co-branded designations, social media integration, QR codes, and more— offering AutoTrader an innovative technology platform to connect with fans.

“As AutoTrader celebrates 50 years as Canada’s largest and most trusted automotive marketplace, there’s no better time to officially partner with the NHL,” said Edwin Ulak, Chief Executive Officer, AutoTrader. “This collaboration not only unites two iconic brands in Canada, it creates new avenues to reach engaged audiences nationwide and deliver even greater value to our dealer partners.”

In addition to exclusive marketing rights and designations in Canada that will connect the brand with the NHL and its fans through the NHL’s vast marketing, digital, and social media channels, AutoTrader will have brand presence at tentpole NHL events, such as NHL Heritage Classic™. AutoTrader will also conduct NHL contests, including during the 2025 Stanley Cup Playoffs to drive acquisitions and engagement in Canada and create NHL-themed content and brand campaigns.

About AutoTrader

AutoTrader is the largest and most trusted automotive marketplace in Canada. Offering the largest inventory of new and used cars, AutoTrader boasts hundreds of thousands of new and used vehicles for sale to Canadians across the country. AutoTrader receives over 25 million monthly visits to the marketplace and the AutoTrader app has been downloaded by more than 7 million Canadians. Visitors can buy or sell cars, trucks or other motorized vehicles quickly, easily, and confidently. Buyers can search based on vehicle model, make, colour and geographic location to find the deal that is right for them. AutoTrader is also an online destination for automotive research and entertainment, featuring news, reviews, videos, and podcasts from award-winning automotive journalists. Follow AutoTrader on LinkedIn, Facebook, Instagram, TikTok and YouTube.

About the NHL

The National Hockey League (NHL), founded in 1917, consists of 32 Member Clubs. Each team roster reflects the League’s international makeup with players from more than 20 countries represented, all vying for the most cherished and historic trophy in professional sports – the Stanley Cup. Every year, the NHL entertains more than 670 million fans in-arena and through its partners on national television and radio; more than 191 million followers – league, team and player accounts combined – across Facebook, Twitter, Instagram, Snapchat, TikTok, and YouTube; and more than 100 million fans online at NHL.com. The League broadcasts games in more than 260 countries and territories through its rightsholders including ESPN, WBD Sports and NHL Network in the U.S.; Prime Video, Sportsnet and TVA Sports in Canada; and via SiriusXM NHL Network Radio™, Sports USA and TuneIn; and reaches fans worldwide with games available to stream in every country.

Fans are engaged across the League’s digital assets on mobile devices via the free NHL App; across nine social media platforms; on SiriusXM NHL Network Radio™; and on NHL.com, available in eight languages and featuring unprecedented access to player and team statistics as well as every regular-season and playoff game box score dating back to the League’s inception, powered by SAP. NHL Productions develops compelling original programming featuring unprecedented access to players, coaches and League and team personnel for distribution across the NHL’s social and digital platforms.

The NHL is committed to building healthy and vibrant communities using hockey to celebrate fans of every race, color, religion, national origin, gender identity, age, sexual orientation, and socio-economic status. The NHL’s social impact platform, NHL Unites, reinforces that the official policy of the sport is one of inclusion on the ice, in locker rooms, boardrooms and stands. Through the NHL’s investments in communities across North America, the League is expanding access and opportunity for people of all backgrounds and abilities to play hockey. Last season, a record number of girls and boys stepped onto the ice and tried hockey for the first time. The NHL’s premiere ball hockey program, NHL STREET, continues its expansion into NHL and non-NHL markets, offering fun and affordable hockey for youth. And in arenas Leaguewide, more than 350 cultural celebrations nights are held, celebrating fans of all backgrounds. The League’s efforts continue to foster more inclusive environments and grow the game through a greater diversity of participants.

COURTESY NHL PUBLIC RELATIONS