AutoTrader Teams Up with NHL in Landmark Canadian Partnership
NEW YORK — The National Hockey League (NHL®) has announced a groundbreaking multiyear partnership with AutoTrader, officially naming the brand as the Official Pre-Owned Automotive Marketplace of the NHL in Canada. The deal marks AutoTrader’s first-ever partnership with a professional sports league, signaling a major move to amplify its presence across the Canadian market.
The partnership, unveiled in May 2025, will see AutoTrader benefit from high-visibility branding across NHL platforms, including prominent placement on the league’s state-of-the-art Digital Enhanced Dasherboards (DED). These boards appear during national NHL regular season and Stanley Cup® Playoffs broadcasts across Canada, offering targeted, market-specific branding opportunities that can include URLs, QR codes, co-branded messaging, and interactive social media features.
“We’re excited to welcome AutoTrader to the NHL family,” said Chris Falkiner, NHL Vice President, Business Development Solutions. “This collaboration allows us to develop creative new ways to engage fans and deliver value to consumers in Canada. We’re looking forward to helping AutoTrader expand its reach and deepen fan engagement through one of Canada’s most cherished sports.”
The timing of the partnership is fitting, as AutoTrader celebrates 50 years of serving Canadians as the country’s largest and most trusted online automotive marketplace. According to AutoTrader CEO Edwin Ulak, the alliance with the NHL is a natural extension of their brand’s evolution.
“This collaboration not only unites two iconic Canadian brands, it creates new avenues to reach engaged audiences nationwide,” said Ulak. “It’s a strategic move that also delivers increased value to our dealer partners by placing their inventory and our platform in front of millions of passionate fans.”
As part of the agreement, AutoTrader will also be featured in the NHL’s major Canadian tentpole events, such as the NHL Heritage Classic™, and will activate NHL-branded contests and promotions. One of the highlights will be a special fan contest during the 2025 Stanley Cup Playoffs, aimed at boosting engagement and acquisition efforts.
AutoTrader will leverage the NHL’s extensive marketing and digital infrastructure—including its website, mobile apps, and social media channels—to drive awareness and connect with new audiences. Through co-branded campaigns and hockey-themed content, the partnership is expected to foster a deeper relationship between Canadian hockey fans and AutoTrader’s vast automotive offerings.
With this alliance, both organizations are poised to deliver a new level of fan experience and market reach across Canada.