Who Is Ndax, and Why has NHL partnered with “Crypto Giant” during Stanley Cup?

When the NHL announced its first-ever crypto partnership, naming Ndax the Official Crypto Trading Platform Partner during the 2025 Stanley Cup Playoffs, it left fans and critics alike wondering who exactly is Ndax, and why now?
The partnership, while groundbreaking, has sparked a whirlwind of debate in the hockey community and beyond. Ndax, one of Canada’s largest crypto trading platforms, is stepping into the national spotlight at a time when crypto still polarizes public opinion. And the NHL, a legacy sports league rooted in tradition, is taking a bold leap into the volatile world of digital finance.


Let’s be clear that this isn’t just a logo-on-the-ice kind of deal. The Ndax brand will be front and center during all Canadian broadcasts of the Stanley Cup Playoffs, embedded in camera-visible in-ice placements and the NHL’s digitally enhanced dasherboards. Beyond the optics, Ndax is launching "Ndax ICE," a campaign offering fans a shot at crypto credits and tickets to the Stanley Cup Final. In short, the NHL is going all-in on this partnership. But should they be?


Unlike household names like Coinbase or Kraken, Ndax is relatively unknown to the average sports fan. Founded in Calgary, Ndax (short for National Digital Asset Exchange) has quietly grown into a regulatory-compliant, high-volume exchange with $17.5 billion in lifetime trading and $1 billion in assets under custody. Yet, critics argue that visibility doesn’t equal credibility, especially when dealing with an industry still recovering from high-profile collapses like FTX.
For the NHL, a league that prides itself on its heritage and integrity, this move feels both ambitious and risky. Crypto, while promising innovation and financial freedom, remains a contentious space filled with regulatory gray areas, price volatility, and consumer skepticism. Is this a forward-thinking leap into the future or a gamble during the most prestigious event in hockey?

From the league’s perspective, the move may be a calculated play to connect with younger, digitally-savvy fans. Crypto aligns with the fast-paced, tech-centric world that Gen Z and Millennials inhabit. But critics warn that this strategy might alienate traditional fans who view crypto as speculative, unstable, or even predatory.
The NHL’s partnership with Ndax could be a game-changing alliance or a cautionary tale in the making. It’s a bold, polarizing move that positions hockey at the crossroads of tradition and tech disruption. Whether fans embrace it or push back, one thing is certain: the league’s playoff spotlight just got a lot more controversial.
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As the 2025 Stanley Cup Playoffs get underway, will the NHL make a visionary move by aligning itself with the fast-growing world of crypto, or is it stepping into risky territory at the worst possible time? With Ndax now etched into the ice and beamed onto screens across Canada, fans are left to wonder whether this partnership is a bold step toward the future or the kind of gamble that could leave the league out in the cold.