PWHL Expansion: A Look Toward the Future

A historic night unfolded at Pacific Coliseum as the Seattle Torrent and Vancouver Goldeneyes showcased their talents for the first time, captivating a sold-out audience. This event marked the highest attendance for any PWHL team at its home venue, reflecting the league’s potential trajectory as it looks ahead to seasons three and beyond.

League Growth and Vision

With the Professional Women’s Hockey League (PWHL) actively pursuing growth on multiple fronts, I recently spoke with Amy Scheer, Executive Vice President of Business Operations, to gain insight into the pivotal developments taking place within the league.

“It’s nice to recognize where we are today and certainly look back at what we’ve accomplished,” Scheer remarked. “But eyes are fully forward, understanding that we’re really just at the beginning still of our journey and there is a lot of work to be done.”

Positive Reception for New Teams

The introduction of the PWHL’s Vancouver and Seattle franchises has been positively received, with the teams achieving impressive results in season ticket sales—ranking first and third respectively. Moreover, overall season ticket sales for existing teams, the Original Six, have increased by 9.5% compared to the previous year.

• Season Ticket Rankings:
  • 1st: Vancouver
  • 3rd: Seattle
• Original Six Ticket Sales: Up 9.5%

In addition to ticket sales, digital engagement for the league and its teams has surged, with a reported 80% increase in views and impressions across social media platforms prior to the season compared to the previous year.

“We felt Vancouver and Seattle were the best teams and presented the best early success for us,” Scheer stated. “And surely that has played out to date.”

Commercial Success and Sponsorship

Commercial support for the PWHL has also flourished, with the addition of key sponsors including Alaska Airlines, SDMC, Symetra, and WaFd Bank in Seattle. The Vancouver team has attracted new sponsors, benefiting from its status as the primary tenant of Pacific Coliseum, which allows for unique advertising opportunities not commonly found in women’s sports.

Among the sponsors are:

• Laborers’ International Union of North America (LiUNA)
• PeelTea
• Save-On-Foods
• Aveeno
• Shark Ninja

Having a dedicated venue positions the league strongly for commercial success, with Scheer emphasizing the significant advantages this offers. “Having our own building as a main tenant is I think monumental for us on all fronts,” she expressed.

Leveraging Olympic Opportunities

This season introduces an exciting opportunity for the league as it aligns with the upcoming Winter Olympics in Milan-Cortina. The PWHL will pause for a month in February to allow its players to participate in the Games, with plans underway for a robust marketing and PR strategy that encompasses events before, during, and after the Olympics.

Specific initiatives include:

• A podcast titled “Jocks In Jills” broadcasting from Milan.
• Watch parties organized in U.S. and Canadian markets.
• Leveraging Olympic medalists in promotional efforts post-Games.

“If history says anything about the Olympics for women’s sports, it’s an absolute tailwind coming out of the Olympics,” Scheer noted about the momentum that follows events like these.

Plans for Further Expansion

The successful establishment of the West Coast teams has provided valuable lessons for the PWHL’s future expansion. Looking to the next phase, Scheer aims to enhance the league’s brand identity launch and improve merchandise availability through pop-up shops and local events.

Discussions are already underway with various cities that were not selected for the last round of expansion. Eleven cities will be afforded the chance to host a total of 16 Takeover Tour games, including returning venues in Denver, Detroit, Edmonton, and Quebec City.

Potentially, this could lead to two to four new teams joining the league in the upcoming season. Scheer expressed her hope to replicate last year’s timeline for announcements to ensure a smooth launch.

“We’ve got our marching orders, so we’re marching,” Scheer concluded, underscoring the forward momentum within the league.