Expanding Television Presence: The Professional Women's Hockey League (PWHL) Gains Momentum in the U.S.
The Professional Women’s Hockey League (PWHL) is making strides in expanding its television presence in the United States. With four teams in the U.S. and four in Canada, the league has secured deals with regional sports networks like NESN and MSG Networks, as well as local TV station groups such as CBS, Fox-owned stations, Gray Media, TEGNA, and Scripps. In Canada, TSN, RDS, and Prime Video are returning as broadcast partners, and games are also available for global streaming on YouTube. Amy Scheer, the PWHL executive VP of business operations, highlights the league's increased accessibility, reaching close to 100 million homes across North America.
The PWHL's growth aligns with the broader trend of rising interest in women's sports in the U.S., driven by leagues like the WNBA and NWSL, as well as college sports. Marketers are recognizing the potential in women's sports and are investing more in advertising within the space. The league has seen a positive response from partners, with increasing partnership sales and the addition of new sponsors. The momentum in women's sports is fueling the expansion of the PWHL, with plans to grow from eight teams to at least 10, and potentially 12, in the upcoming year.
As the PWHL looks to expand its team roster, the specific locations for the new teams are still being determined. The league's focus on expanding into more markets in the U.S. is expected to enhance its national media presence. Scheer anticipates the possibility of a national network joining the current lineup of regional sports networks and local broadcasters in airing PWHL games next year. The league's flexibility and adaptability as a newer entity in the sports landscape allow it to capitalize on the growing interest in women's sports and continue to build its audience and partnerships.