In 2023, women’s hockey is witnessing significant growth, exemplified by the Professional Women’s Hockey League (PWHL), which has entered a transformative phase. The league recently achieved a milestone by hosting its first nationally televised game in the United States, marking a pivotal moment in its history.
PWHL Milestones in Broadcast History
The historic PWHL matchup between the New York Sirens and the Montréal Victoire aired on March 28 on Scripps’s Ion sports network. This event is a significant jump from the league’s previous broadcasts, which were limited to regional sports networks and YouTube.
- First nationally televised game: March 28, 2023
- Network: Ion Sports
- Upcoming Event: Walter Cup Finals in May 2023
Growing Popularity of Women’s Hockey
Women’s hockey’s surge in popularity has been evident. The U.S. women’s national team’s Olympic success significantly boosted interest. The Boston Fleet saw their first home game sell out, while the Seattle Torrent set a new attendance record of 17,335 fans on February 27.
Further attendance records are expected, with another sold-out game at Madison Square Garden between the Torrent and the Sirens. In Canada, PWHL players have performed in front of sold-out crowds, underlining the league’s appeal.
Impressive Attendance and Engagement Statistics
- Average attendance in the PWHL: 9,000 fans per game
- Increase in attendance: 23% compared to the previous season
- 73% of website traffic from new users during the Olympics
- 200% increase in video views on PWHL’s YouTube channel
Strategic Partnerships Fueling Growth
The partnership with Ally Financial has been crucial in developing the PWHL’s national broadcast opportunities. Ally’s involvement has helped to solidify the league’s standing among top women’s professional sports leagues, placing it in league with the WNBA and NWSL.
Amy Scheer, EVP of business operations for PWHL, highlighted that national broadcasts enhance the visibility of the league, thereby attracting new fans. She emphasized the importance of being featured on television to reach casual observers and potential hockey fans.
Sponsorship Growth and Brand Engagement
In light of the increased viewership, interest from sponsors has amplified. Recent conversations with brands indicate a shift from basic education about women’s sports to serious commitments.
- Title sponsor for upcoming MSG game: e.l.f. Cosmetics
- Event activation: Product samples and fan engagement activities
Engaging Audiences and Expanding the Brand
The PWHL is implementing initiatives to stimulate fan engagement, like the “PWHL 101 with Professor Puck” series to educate fans about the game. Enhanced accessibility measures are also under consideration, such as more comprehensive player introductions during broadcasts.
Players, including Fleet captain Megan Keller and Torrent captain Hilary Knight, are increasingly stepping into the spotlight, participating in high-profile events that elevate their visibility. These pop-culture engagements are expected to continue as part of the PWHL’s strategy to grow its fanbase.
The Path Forward for PWHL
Looking ahead, the PWHL aims to maintain its momentum through more national broadcasts, expansion teams, and greater merchandise availability. Engaging with diverse audiences is paramount to building a lasting legacy in women’s sports.
“Women enter sports in different ways, and we must find various strategies to engage them,” said Scheer. Continued outreach and collaboration will be critical for the league’s ongoing development and success.
