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Fanfare around Team USA women’s hockey win illustrates how far game has grown thanks to PWHL

Fanfare around Team USA women’s hockey win illustrates how far game has grown thanks to PWHL

Sports Business

Fanfare around Team USA women’s hockey win illustrates how far game has grown thanks to PWHL

We’ve seen Olympic popularity spark the growth of year-round leagues, from track & field to fencing. However, the best example may be women’s hockey: As recently as 2022, there was ongoing debate about whether women’s hockey belonged at the Olympics, but the PWHL is helping rewrite the narrative.

February 24, 2026

PWHL shows strong Takeover Tour attendance despite YoY dips

PWHL shows strong Takeover Tour attendance despite YoY dips

PWHL shows strong Takeover Tour attendance despite YoY dips

We’re six stops into the PWHL’s third Takeover Tour, which expanded significantly this year in terms of length, number of stops, and brand partners. While Canadian tour stops are pulling more fans than U.S. ones, the tour is proving successful in every city when it comes to attendance.

January 06, 2026

PWHL doubles down on Takeover Tour strategy as sponsors finally seize the opportunity

PWHL doubles down on Takeover Tour strategy as sponsors finally seize the opportunity

PWHL doubles down on Takeover Tour strategy as sponsors finally seize the opportunity

Last week, the PWHL announced the return of the Takeover Tour — which brings PWHL games to other markets — for a third season. And the next edition is bigger and better: The league will host 16 neutral-site games and visit seven new cities while returning to multiple stops from last year.

November 20, 2025

A recap of the PWHL’s second season by the numbers

A recap of the PWHL’s second season by the numbers

A recap of the PWHL’s second season by the numbers

Just like the PWHL’s inaugural season, the league’s sophomore campaign was chock-full of successes — on and off the ice. Let’s take a closer look at the numbers.

PWHL shares Takeover Tour wins that prove women’s sports should activate out-of-market

PWHL shares Takeover Tour wins that prove women’s sports should activate out-of-market

PWHL shares Takeover Tour wins that prove women’s sports should activate out-of-market

The PWHL shared wins from its first-ever Takeover Tour today, which saw all six teams play games at nine different exhibition sites across the U.S. and Canada. Not only was this a brilliant strategy to market test in potential PWHL cities, but the tour spurred engagement and allowed the league to reach new hockey fans.

PWHL and Greenfly partnership illustrates marketing opportunity in tunnel walks

PWHL and Greenfly partnership illustrates marketing opportunity in tunnel walks

PWHL and Greenfly partnership illustrates marketing opportunity in tunnel walks

Since the beginning, the PWHL has been intentional in its development, from signing a CBA before the puck dropped to nabbing early broadcast and founding partners. One of those decisions — a deal with software company Greenfly — has provided insight into how athlete engagement behaviors can shape sponsorship, especially amid the growth opportunity of tunnel walks.

PWHL sees attendance growth in Canadian and neutral site games

PWHL sees attendance growth in Canadian and neutral site games

PWHL sees attendance growth in Canadian and neutral site games

A new report from Front Office Sports revealed that PWHL attendance has risen about 30% thus far compared to last year’s average, but the gains aren’t being felt everywhere. While neutral site and Canadian games have drawn higher-than-average crowds, U.S. attendance remains flat YoY, which could have ramifications on the PWHL’s expansion plans south of the border.

January 27, 2025

PWHL Takeover Tour could offer brands similar opportunities to the WNBA’s Canadian games

PWHL Takeover Tour could offer brands similar opportunities to the WNBA’s Canadian games

Sports Business

PWHL Takeover Tour could offer brands similar opportunities to the WNBA’s Canadian games

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January 15, 2025

As discussed on yesterday’s episode of The GIST of It, the PWHL’s nine-city Takeover Tour is only three stops in, but there’s already plenty of discussion on where the league will establish its first two expansion franchises later this year.

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The GIST of It Podcast

Taylor Heise’s golden advice for her March Madness-bound brother

March 12, 2026

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Taylor Heise’s golden advice for her March Madness-bound brother

Taylor Heise’s golden advice for her March Madness-bound brother

A Heise hat trick? Say less.

All Team USA and Minnesota Frost forward Taylor Heise does is win, whether she’s donning a gold medal or hoisting the PWHL’s Walter Cup. And today, she’s on The GIST of It. Heise sat down with co-host Lauren Tuiskula to yap about three of our favorite things: Olympic hockey, the PWHL playoffs, and…March Madness? Talk about the perfect sports trifecta.

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PWHL partners with three new brands in Canada as league offers unique cross-border access

PWHL partners with three new brands in Canada as league offers unique cross-border access

PWHL partners with three new brands in Canada as league offers unique cross-border access

Hockey is huge in Canada, so naturally, the PWHL’s popularity is growing fast among Canadian fans and sponsors. After tipping off its second season with nearly 50 corporate partnerships, the league inked three more Canadian-based deals this week, demonstrating its interest in reaching women’s sports fans on both sides of the border.

December 13, 2024

PWHL inks two key partnerships ahead of its new season

PWHL inks two key partnerships ahead of its new season

PWHL inks two key partnerships ahead of its new season

Winter is upon us, and so is the second season of the PWHL. After scoring serious business wins in year one, the pro women’s hockey league is gearing up for expansion, from adding two new teams by next year to signing multiple partnerships before Saturday’s puck dropped — including one in October with yours truly.

December 02, 2024

PWHL announces new branding for all six teams as it gears up for season two

PWHL announces new branding for all six teams as it gears up for season two

PWHL announces new branding for all six teams as it gears up for season two

As mentioned, the PWHL unveiled new names, logos, and colors for its inaugural six franchises, which sparked intense reactions across the hockey community. Part of what caught fans off guard is that the PWHL decided team branding without major input from teams, players, or fans, which Front Office Sports explained is a result of the league’s structure.

September 11, 2024

PWHL drops playoff puck after record-setting inaugural season

PWHL drops playoff puck after record-setting inaugural season

PWHL drops playoff puck after record-setting inaugural season

It’s been a big week for the PWHL as its regular season wraps up, but it’s been an even bigger season for the brand-new league. We’ve never seen anything quite like it in women’s pro sports, so let’s review the league’s many wins as it continues to reshape women’s hockey.

PWHL has demonstrable effect on IIHF Women’s World Hockey championship

PWHL has demonstrable effect on IIHF Women’s World Hockey championship

PWHL has demonstrable effect on IIHF Women’s World Hockey championship

The U.S. lost to rival Canada in OT in the gold medal match of this year’s IIHF Women’s World Championship last night in Utica, NY. The competition, which began in 1990 and has featured these two nations in the championship 22 out of 23 times, introduced a new element to the ice this year: the PWHL. Here’s how the pro women’s hockey league is impacting the game.

PWHL lands three key partnerships as U.S. companies increase sponsorship in league

PWHL lands three key partnerships as U.S. companies increase sponsorship in league

PWHL lands three key partnerships as U.S. companies increase sponsorship in league

The PWHL just keeps winning. This week, the women’s hockey league signed the Women’s Sports Network (WSN) as its first U.S. national broadcast partner and brought on two financial services companies — Bread Financial and Discover.

February 16, 2024

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