• by Tanya Gazdik , May 8, 2025

More than three dozen National Hockey League sponsors are activating around the Stanley Cup Playoffs, including several new brands: Norwegian Cruise Line, J.P. Wiser’s and Ndax.

U.S. partner Norwegian Cruise Line, which signed on in October, is the presenting sponsor of the NHL Goal of the Year sweepstakes, which started May 5 and runs through May 30. Coming off NCL’s season-long sponsorship of Goals of the Week, fans can vote on what they think is the best goal of the regular season and will be entered to win a free 7-day NCL cruise. Runner-up prizes include tickets to the 2026 Discover NHL Winter Classic as well as NHL shop gift cards.

Two new Canadian partners are getting in on the festivities. Canadian whiskey maker J.P. Wiser’s has released Stanley Cup Limited Edition labels for its Deluxe and Aged 10 Years bottles. The bottles are available nationally while supplies last, and the brand is promoting them on Instagram. 

As the NHL’s Official Crypto Currency Trading Platform Partner, Ndax kicked off its Stanley Cup Playoffs partnership with “Ndax Ice,” a mobile-based daily predictive game focused on generating app downloads and client acquisition.

Other noteworthy campaigns include Verizon, which has partnered with NHL star Alex Ovechkin to create a TV spot and social content to help drive its recently announced Verizon Guarantee. The collaboration showcases Verizon's latest offer through which new and existing customers can get a free phone on any plan by trading in any phone, any condition (even a broken, shattered phone) to celebrate Ovechkin’s historic GR8 Chase of shattering records and becoming the NHL’s all-time goals leader.

Great Clips launched its Stanley Cup Playoffs “Check In to Win” Sweepstakes, which gives fans the opportunity to win a trip and tickets to the Stanley Cup Final via the Great Clips app. The campaign features a new TV spot with Cale Makar and social content from Matthew Tkachuk, who help spread the word about the sweepstakes.

The NHL and Navy Federal Credit Union have once again teamed up to recognize the community service of hockey fans and military members with the Stick Tap for Service program, now in its seventh year.  Four finalists will be announced during the Stanley Cup Playoffs in May, and the NHL Stick Tap for Service Champion will be announced later in the month. The grand prize includes a trip for two to the 2025 Stanley Cup Final.

In Canada, Hyundai is offering the “Race to the Cup Sales Event” at 220-plus dealerships with NHL giveaways, branded signage and a Stanley Cup standee for customer photo opportunities On rotation across broadcast, social and digital, Hyundai’s “Cup Worthy” spot highlights Hockey Hall of Fame Cup Keeper Phil Pritchard and the Hyundai Santa Fe.