In its first professional sports league partnership, AutoTrader has joined the big leagues by inking a new multi-year Canadian partnership with the NHL. As part of the deal, the company is now the official pre-owned automotive marketplace of the NHL.

“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,” says AutoTrader CEO Edwin Ulak.

AutoTrader will receive prominent brand exposure on the NHL’s Digital Enhanced Dasherboards (DED) during national NHL regular season and Stanley Cup Playoffs broadcasts in Canada. In addition to exclusive marketing rights and designations in Canada, the brand will connect with the NHL and its fans through the NHL’s roster of marketing, digital and social media channels.

The company will also have brand presence at events, such as the NHL Heritage Classic and conduct contests, including during the 2025 Stanley Cup Playoffs, and create NHL-themed content and brand campaigns.

The DED system allows for the digital replacement of camera-visible dasherboards in local, national and international game feeds, which can include URLs, flighted campaigns, co-branded designations, social media integration and QR codes.

AutoTrader offers hundreds of thousands of new and used vehicles for sale across the country. It receives over 25 million monthly visits to the marketplace and the AutoTrader app has been downloaded by more than seven million Canadians. AutoTrader is also an online destination for automotive research and entertainment, featuring news, reviews, videos, and podcasts from automotive journalists.