The NHL added watch maker Norqain to its roster of global sponsors for the 2026 Stanley Cup Playoffs, while Expedia has taken presenting sponsorship rights for the Stanely Cup Playoffs Bracket Challenge. Norqain, which became a global NHL sponsor this season, is gifting the winner of the bracket challenge with an Adventure Chrono NHL Limited Edition Watch. Nobull also has a corner in-ice spot for the postseason. Several other NHL sponsors will activate during the playoffs with new campaigns featuring active or former players, including Great Clips with Capitals RW Tom Wilson and former NHLer TJ Oshie; MassMutual with Stars RW Mikko Rantanen and GK Jake Oettinger, as well as another with Panthers C Sam Bennett and LW Brad Marchand; Skip with Hockey HOFer Joe Thornton; and Tylenol with Avalanche C Nathan MacKinnon and another with Oilers C Leon Draisaitl. DraftKings is also launching its prediction market platform new for the Stanley Cup Playoffs and will be updating its ad campaign featuring former NHLer Paul Bissonnette (NHL).
