Ndax has been named an official crypto trading platform partner of the National Hockey League (NHL) in Canada. The sponsorship marks the league’s first partnership with a cryptocurrency trading platform, and Ndax’s first foray into professional sports sponsorship.
The Calgary-based cryptocurrency and digital-asset trading platform will gain exposure during the 2025 Stanley Cup playoffs as part of the partnership, with its logo appearing in one of the league’s camera-visible corner in-ice brand positions for all Canadian playoff games. It will also be displayed on the league’s Digital Enhanced Dasherboards (DED) during national Stanley Cup Playoffs telecasts in Canada.
The DED system enables the digital replacement of camera-visible dasherboards on local, national and worldwide NHL game broadcasts, allowing for the activation of dynamic, market-specific branding and promotional messaging. These activations can include URLs, in-flight campaigns, co-branding designations, social media integration and QR codes.
Besides exposure, Ndax will launch a national campaign during the playoffs, giving Canadians the opportunity to win daily and weekly prizes such as platform credits and a trip to the Stanley Cup final. The campaign will be featured on DEDs and national broadcasts throughout Canada.
Ndax CEO Bilal Hammoud tells MiC that the sponsorship represents a strategic shift in how the company engages with Canadians. While digital remains important, the brand is focusing more on integrated campaigns that mix traditional media with high-visibility placements, such as in-arena promotion and broadcast integration.
“The shift is intentional: it reflects our ambition to reach broader audiences while maintaining the agility and personalization that digital offers,” Hammoud says. “It’s not just about more media spend, it’s about smarter, more impactful engagement that builds trust and brand affinity at scale.”
Hammoud highlights that Ndax’s recent achievements have set the stage for this shift. Last year, the company secured registration as an investment broker and membership with the Canadian Investment Regulatory Organization. Additionally, it was recognized as an Alternative Trading System across all Canadian provinces and territories, solidifying its position as a trusted platform for investment.
With its regulatory framework in place, Ndax needed a platform to display its successes and bolster investor confidence, as experts have for years dismissed digital assets as risky, volatile and speculative investments. The NHL, Hammoud believes, was ideal because it brings a familiar and respectable environment where the company can demystify cryptocurrencies and educate Canadians about investing.
“The NHL represents more than just a game; it embodies trust, loyalty and deep community roots across Canada,” he says. “We see this partnership as a way to connect with Canadians where their passions already live, on the ice and in the stands.”
The team also thought Ndax could increase cryptocurrency adoption among Canadians by “meeting them where they are.” The NHL’s diverse audience, spanning from lifelong hockey fans to younger, tech-savvy viewers, presents a prime opportunity, Hammoud says, adding that many of these individuals are curious about cryptocurrencies but hesitant to engage.
“Engaging this audience helps position Ndax not just as a trading platform, but as a trusted partner in their financial journey,” he says.
Hammoud points out that the partnership comes at a crucial time in the cryptocurrency landscape, which is increasing its presence in mainstream culture and professional sports. According to him, digital assets are moving from being niche to becoming mainstream and an integral part of everyday life, and as the sector matures, trust and accessibility are crucial. “It’s (Ndax partnership with the NHL) a cultural moment that reflects crypto’s evolution into a recognized, respected financial ecosystem.”
Last year, to change consumer perceptions of the cryptocurrency, Bitbuy made a comparison between sports-betting and betting against Bitcoin in a national campaign dubbed “Don’t Bet Against Crypto.” The campaign was specifically targeting football fans – many of whom are interested in sports-betting and cryptocurrencies – via ads on sports streamer DAZN. Its launch followed the U.S. Commission’s decision to approve the listing and trading of a number of spot bitcoin exchange-traded product shares.
