Round two of the 2025 Stanley Cup Playoffs kicked off last night highlighted by the three Canadian teams – Toronto Maple Leafs, Edmonton Oilers and Winnipeg Jets – out of the eight teams still in the running. More than a dozen official Canadian NHL partners are adding to the excitement around Canada’s game to connect with fans through NHL-themed advertising, promotion and contests.

Some of the sponsor activations include Rogers building on the “This is Our Game” theme with a 360-degree campaign including TV, OOH, retail, digital, social PR and experiential marketing that profiles the athletes, teams, the Stanley Cup and Zamboni. Its other initiatives include a nationwide contest awarding winning fans with a Beyond the Seat experience at the 2025 Stanley Cup Final game.

Tim Hortons is featuring players Nathan McKinnon and Sidney Crosby in its “Retrospective Rookie Card” campaign via TV, OOH, retail, digital and social in addition to distributing four million packs of Spring Trading Card program, including PWHL players, during the playoffs. Tim’s NHL Hockey Challenge celebrates the game with customized integrations on Sportsnet to promote the Free to Play daily game.

Tylenol recently launched its first hockey-themed spot featuring MacKinnon promoting extra strength pain and cold cough flu sinus products. The brand also partnered with Edmonton player Leon Draisaitl to create fun social content for their “Keeps You At Pro Level” campaign. A creative for Tylenol’s playoff against pain OOH campaign will live in Toronto, Edmonton and Winnipeg. As teams are eliminated, Tylenol will have new creative with messaging of fan support.

J.P. Wiser’s is celebrating the Stanley Cup Playoffs with Stanley Cup limited edition labels for its deluxe and aged 10 years bottles nationally. The brand is also in Alberta and British Columbia with a co-branded glassware program celebrating the history of the 22 NHL clubs that have won a Stanley Cup championship.

Ndax, the NHL’s official crypto currency trading platform partner, kicked off its Stanley Cup Playoffs partnership with “Ndax Ice,” a mobile-based daily predictive game focused on generating app downloads and client acquisition. Skip has also produced “:60 To Score,” an in-app gaming platform where, after ordering, users are prompted to select one game that day and are randomly assigned one min in the game. If a goal is scored during that minute, they win a $25 Skip voucher. The program is supported with a national spot, digital and social.

Hyundai’s Race to the Cup sales event is being held at more than 220 dealerships across Canada where they are celebrating the Stanley Cup with NHL giveaways, branded signage and a Stanley Cup standee for customer photo opportunities. Its “Cup Worthy” spot is on rotation across broadcast, social and digital, highlighting HHOF cup keeper Phil Pritchard and the Hyundai Santa Fe, and reinforcing their made for those who drive hockey messaging.

Sports betting brand Sports Interaction recently launched a new Stanley Cup Playoffs campaign titled, “Every Game is Your Game.” The campaign extends beyond TV with contextually relevant social, digital and OOH ads.

Esso is telling the story of its history with the NHL and the seven Canadian teams with its first NHL-themed spot on broadcast, digital, social media and at retail pumps across the country. Meanwhile, Global NHL sponsor SAP partnered with the NHL to execute a content series leading into the start of the Stanley Cup Playoffs tied to the brand’s sponsorship of the League’s Quarter Century Program to profile the league’s most memorable players, moments and events from the first 25 years of the 2000s.

The second round of the 2025 Stanley Cup Playoffs continues through May 19 with exclusive coverage on Sportsnet on Sportsnet, Sportsnet ONE, Sportsnet 360 and CBC, and via live stream on Sportsnet+.