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PWHL adds two expansion franchises as new markets offer unique value

PWHL adds two expansion franchises as new markets offer unique value

Sports Business

PWHL adds two expansion franchises as new markets offer unique value

The PWHL is getting bigger and better…literally. After adding an expansion franchise in Detroit last week, the league announced new teams in Hamilton, ON, and Las Vegas, NV, yesterday. If those cities weren’t on your bingo card, you wouldn’t be alone — but each market brings its own value to the league. Feeling pucky.

PWHL awards newest franchise to Detroit, proving power of Ally’s hometown marketing strategy

PWHL awards newest franchise to Detroit, proving power of Ally’s hometown marketing strategy

PWHL awards newest franchise to Detroit, proving power of Ally’s hometown marketing strategy

After three years of playing games in the Detroit market, the PWHL is finally ready to commit to the city. The league announced yesterday that it’s expanding to Detroit, MI, after hosting four games there.

PWHL shares impressive growth numbers as new brand partners embrace the league’s value

The PWHL is getting bigger and better each year and has the data to prove it. This week, the league shared metrics from its third regular season that illustrate a continued rise in fan demand. And that interest is driving more and more sponsorships, with new categories constantly joining the fold.

Ally, Scripps Sports partner to present PWHL Detroit game for national audience on Ion

Ally, Scripps Sports partner to present PWHL Detroit game for national audience on Ion

Ally, Scripps Sports partner to present PWHL Detroit game for national audience on Ion

Ally and Scripps Sports are teaming up to present the PWHL’s first-ever nationally televised game in the U.S. on March 28th. This Takeover Tour stop in Detroit will give the PWHL the chance to reach more than 126M households via Scripps Sports network Ion, home to the NWSL, WNBA, and the upcoming SI Women’s Games.

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

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

Sports Business

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

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June 09, 2025

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.

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The GIST of It Podcast

Hiding in the bathroom and watching soccer with Trinity Rodman

June 11, 2026

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Hiding in the bathroom and watching soccer with Trinity Rodman

Hiding in the bathroom and watching soccer with Trinity Rodman

You know what kind of soccer player Trinity Rodman is — but what kind of soccer fan is she? Find out on today’s episode of The GIST of It. Executive producer Alessandra Puccio sat down with the USWNT and Washington Spirit star to discuss the national team’s recent win in Brazil, Rodman’s World Cup watching plans, and her new summer of soccer partnership with State Farm. Jake better watch out.

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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

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

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.

January 15, 2025

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

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