PWHL Announce Partnerships with Air Canada, Rogers

On December 28, 2023, the Professional Women’s Hockey League announced they had partnered with Air Canada for the inaugural season set to start January 1, 2024 in Toronto.

“To partner with the PWHL and be part of this historic moment in hockey history is incredibly exciting and meaningful to all of us at Air Canada,” said Andy Shibata, Vice President, Brand at Air Canada in the league’s press release. “As Canada’s national carrier, and a longstanding support of Canadian sports, this partnership reflects the love we share with our customers for hockey, as well as our work in championing gender equality in the aviation industry.”

During the inaugural season, Air Canada will provide travel support for the league and it’s players. They will also use their well-known social media accounts to promote the PWHL. Air Canada is granted intellectual property (IP) rights for all six PWHL teams in Boston, Minnesota, Montreal, New York, Ottawa, and Toronto, the PWHL itself, broadcast, in-venue, and in-market assets.

From a team standpoint, Air Canada will have official jersey branding rights for PWHL Montreal.

In an attempt to grow the game of hockey at the youth level, they will host a local girls’ junior hockey team at each home opener in Canada — January 1st in Toronto, January 2nd in Ottawa, and January 13th in Montreal.

Below is the brand new ad campaign, “We All Fly”, featuring young hockey players and Melodie Daoust. This video will premiere ahead of each PWHL home opener.

Around The PWHL

On December 29th, 2023, the PWHL announced a strategic partnership with Rogers to become the league’s official telecommunications partner in Canada. This multi-year agreement will provide fans with access to live games, behind-the scenes content, unique fan experiences, and inspiration opportunities for girls in minor hockey to connect with their hockey heroes. They will also produce a behind-the-scenes social series about the lives of the PWHL’s top players called Faceoff presented by Rogers.

“We’re proud to support he PWHL and to help grow women’s hockey across the country,” said Tony Staffieri, CEO, Rogers Communications in the league’s press release. “We look forward to working alongside the league to celebrate its historic moments, excite and reward fans, and empower the next generation of young players.”

For the inaugural season, Sportsnet will broadcast 17 PWHL games on TV and Sportsnet+.

Yet again, Montreal gets a piece of the partnership pie and will have Rogers featured on the team’s helmets and through in-arena signage and promotions. Rogers also announced they will work with Montreal to create once-in-a-lifetime experiences for girls in local minor hockey programs.

“Embracing equity on and off the ice is very important. If you can see it, you can be it, and to be a role model for the next generation is something I truly value,” said Marie Phillip-Poulin, PWHL Montreal forward and three-time Olympic gold medalist in the league’s press release. “Working with Rogers over the years, I have witnessed first-hand how they work to create opportunities for youth in sport, and I am so excited to build on that work with them and the PWHL.”