AutoTrader and the National Hockey League recently announced a new multiyear Canadian partnership with AutoTrader named the Official Pre-Owned Automotive Marketplace of the NHL.
This is AutoTrader’s first professional sports league partnership. It means the company will receive prominent brand exposure on the NHL’s Digital Enhanced Dasherboards during national NHL Regular Season and Stanley Cup Playoffs broadcasts in Canada. The system allows for the digital replacement of camera-visible dashboards in local, national, and international game feeds.
“We’re excited to welcome AutoTrader to the NHL family, so we can work together on developing creative efforts to engage fans and consumers in Canada,” said Chris Falkiner, NHL Vice President for Business Development Solutions, in a statement.
Overall, AutoTrader gets exclusive marketing rights and designations in Canada meant to connect the brand with the NHL and its fans through the NHL’s marketing, digital, and social media channels. AutoTrader will also have brand presence at tentpole NHL events, and the company plans to conduct NHL contests — such as during the 2025 Stanley Cup Playoffs.
“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,” said Edwin Ulak, CEO of AutoTrader, in a statement.
