AutoTrader shoots … and scores!

In its 50th birthday year, Canada’s largest car-shopping platform has hit the back of the net with its first professional sports league partnership, joining the National Hockey League in a multiyear Canadian deal that names AutoTrader the official pre-owned automotive marketplace of the NHL.

“As AutoTrader celebrates 50 years as Canada’s largest and most trusted automotive marketplace, there’s no better time to officially partner with the NHL,” AutoTrader CEO Edwin Ulak said. “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.”

The alliance provides AutoTrader prominent brand exposure on the NHL’s Digital-Enhanced Dasherboards during national regular-season and Stanley Cup-playoff broadcasts in Canada.

The DED system allows for the digital replacement of camera-visible dasherboards in local, national and international game feeds, enabling dynamic, market-specific branding and promotional messaging. IN a news release, the NHL said activations can include URLs, flighted campaigns, co-branded designations, social media integration, QR codes and more, offering AutoTrader an innovative technology platform to connect with fans.

In addition to exclusive marketing rights and designations in Canada to connect the brand with the NHL and its fans through the NHL’s marketing, digital and social media channels, AutoTrader will have a brand presence at tentpole NHL events, such as the NHL Heritage Classic.

AutoTrader will also conduct NHL contests, beginning during the 2025 Stanley Cup playoffs, to drive acquisitions and engagement in Canada, and will create NHL-themed content and brand campaigns.

“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,” NHL vice president of business development solutions Chris Falkiner said. “We look forward to providing AutoTrader significant brand presence in Canada and developing new content that grows NHL fans’ affinity for the country’s largest online automotive marketplace.”