PWHL Executive Amy Scheer on Women's Hockey Growth, Expansion, and the Olympics

PWHL's Rapid Growth and Success

• 🚀 The PWHL has exceeded expectations in its first two years, with attendance up 27% and merchandise sales doubling year-over-year.
• 💡 Growth is fueled by a broader enthusiasm for women's sports, generational shifts, and the visibility of stars like Caitlin Clark and Angel Reese.
• 🎯 The league is actively building its own audience, distinct from the NHL, by creating new hockey fans.

Fan Engagement and Accessibility

• 👨‍👩‍👧‍👦 The PWHL's fan base is balanced between men and women (55% men, 45% women) and is particularly strong with families.
• ✨ The in-arena atmosphere is described as one of pure joy and a wholesome environment, making it a safe and affordable space for families.
• 🏒 The hockey itself is high quality, contributing to an accessible and enjoyable fan experience.

League Structure and Player Relations

• 🤝 The league benefits from an eight-year Collective Bargaining Agreement (CBA) in place from day one, providing stability.
• 💰 Player salaries are transparent within the league, fostering player happiness and a positive league environment.
• 🌟 The PWHL is owned by the Walter Group, which owns other major sports franchises, providing significant expertise and resources.

Pipeline and Olympic Impact

• 🌱 NIL (Name, Image, Likeness) has helped bridge the gap from college to professional sports, building player brands and carrying fan bases over.
• 📈 Youth hockey participation is growing significantly, with over 100,000 girls playing in the US and 115,000 in Canada.
• 🏅 The Olympics provide a significant tailwind for women's leagues, with 25% of PWHL players participating, highlighting that elite women's hockey is a year-round offering.

Expansion and Future Outlook

• 🌍 The PWHL has successfully expanded into Vancouver and Seattle and plans to add two to four more teams next year.
• 🏟️ Key expansion criteria include suitable infrastructure (arenas for games and practice), a strong youth hockey market, and support for women's sports.
• 📈 The league is focused on fan engagement, building player brands, and leveraging partnerships to drive growth, recognizing that building the fan base is a daily, incremental process.