Hockey

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

🏒

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

🏒

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

🏒

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.

June 09, 2025

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.

April 11, 2025

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.

April 09, 2025

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

Sports Business

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

🏒

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.

Read Full Story

The GIST of It Podcast

Ep #537

Exclusive: Azzi Fudd’s sharing secrets

March 10, 2026

Listen on Apple Music Listen on Spotify

Azzi Fudd is that girl.

We don’t want to toot our own horn, but today’s episode is a good one: The Azzi Fudd is on the podcast. A college basketball superstar, fashion icon, and one-half of our fave sports couple, Azzi sat down with The GIST of It co-host Lauren Tuiskula to chat about leading UConn to an undefeated season, making her small-screen debut, and throwing absolute ’fits. A multi-hyphenate queen.