Crypto trading platform Ndax is getting a big dose of visibility among sports fans and bettors thanks to the NHL.

The Calgary-based firm has signed a deal spanning the 2025 Stanley Cup Playoffs to become the league’s first-ever crypto trading platform partner.

“The partnership reflects the evolving relationship between global sports and the crypto ecosystem, signaling a new era of fan engagement and community awareness for crypto in Canada,” said the NHL in a release.

Ndax is a cryptocurrency and digital-asset trading platform that allows users to stake digital assets, including cryptocurrencies like Bitcoin and Ethereum. It holds one of the largest strategic Bitcoin reserves of any publicly disclosed Canadian institution and has recorded over $17.5 billion in lifetime trading volume as of March 2025.

Ndax is registered as an Investment Dealer and Marketplace and is a member of the Canadian Investment Regulatory Organization (CIRO) and is integrated with Canadian banking infrastructure. It offers a full suite of services and is also introducing an embedded white-label solution that enables select financial institutions and fintech partners to offer regulated crypto trading services to their customers.

“We’re thrilled to welcome Ndax to the NHL family and announce our partnership during the 2025 Stanley Cup Playoffs,” said Kyle McMann, NHL SVP of global business development. “We look forward to providing Ndax major brand visibility in Canada and showcasing the Ndax brand to passionate NHL fans in Canada in an impactful way through Digitally Enhanced Dasherboards and more.”

Ndax will be visible on all Canadian playoff broadcasts

Under the partnership, which is Ndax’s first with a professional sports league, Ndax will receive prominent brand exposure during Canadian broadcasts of the playoffs.

The firm’s logo will feature in one camera-visible corner for all Canadian playoff games and on the NHL’s Digital Enhanced Dasherboards (DED) during all national playoff broadcasts in Canada. The DED system allows for the digital replacement of camera-visible dashboards in local, national and international game feeds, enabling market-specific branding and messaging.

The NHL added that the activations offer Ndax a unique and innovative platform to connect with fans.

In addition to exclusive marketing rights and designations in Canada, Ndax will also launch a dedicated Stanley Cup Playoffs campaign titled Ndax ICE which will daily, weekly and round-based giveaways. Prizes include credits that can be used to secure cryptocurrency of the winner’s choice directly through Ndax, and the grand prize of tickets to the 2025 Stanley Cup Final.

“This partnership with the NHL represents a powerful alignment of values—heritage, innovation, and national pride,” added Ndax CEO Bilal Hammoud. “Hockey is deeply woven into the fabric of Canadian identity, and at Ndax, we see ourselves as building the financial infrastructure for Canada’s future.

“Partnering with an institution as iconic and trusted as the NHL allows us to engage with Canadians where their passion lives — on the ice — and introduce them to a secure, forward-thinking platform they can trust as they explore the world of digital assets. This is more than a sponsorship — it’s a statement of where we’re headed.”