Professional Women's Hockey League

What Professional Women's Hockey League does

The Professional Women's Hockey League (PWHL) is a privately held, single-entity (now transitioning to multi-investor) professional women's ice hockey league founded in 2023 by Mark and Kimbra Walter through their holding company TWG Global, and headquartered legally in Chicago, Illinois (operational base Wilmington, Delaware). The league operates twelve professional women's hockey teams across the United States (Boston Fleet, Minnesota Frost, New York Sirens, PWHL Detroit, PWHL Las Vegas, PWHL San Jose, Seattle Torrent) and Canada (Montréal Victoire, Ottawa Charge, Toronto Sceptres, PWHL Hamilton, Vancouver Goldeneyes), competing for the Walter Cup championship in venues including Little Caesars Arena, T-Mobile Arena, SAP Center, Climate Pledge Arena, and Prudential Center. Core products are live regular-season and playoff games, the annual PWHL Draft (presented by Upper Deck), the PWHL Takeover Tour of neutral-site games, season ticket memberships, and youth hockey camps.

Revenue is generated through four primary streams: ticket sales and season memberships (via Ticketmaster and team-specific platforms), sponsorship and advertising (Ally Financial as presenting sponsor, Scripps Sports / State Farm on FAST, Upper Deck, Canadian Tire, Air Canada, Bauer, Global Industrial, AERO), e-commerce merchandise (PWHL Shop with US and Canada storefronts), and media rights including the first national U.S. linear broadcast on ION via Scripps Sports reaching 126 million households and a dedicated FAST channel. Business metrics disclosed include 35% YoY sponsorship growth, 50%+ YoY merchandise growth, 20% YoY attendance growth, and over 1 million ticketed fans in season 3; specific revenue figures are not publicly disclosed. The league's customer base is hybrid: long-tail consumer fans across 12 markets plus a concentrated but diversifying set of enterprise sponsors and one broadcast partner. Distribution runs through Ticketmaster, the official PWHL website and shop, team-specific ticketing platforms, ION/Scripps linear TV, Scripps Sports Network FAST, and YouTube. Technology is described as a "professional women's ice hockey league operations platform" with no disclosed AI/ML capabilities, integrations limited to Ticketmaster and YouTube, and no public or partner-facing APIs.

Name

Professional Women's Hockey League

Legal name

PWHL Leagueco US LP

Website

https://thepwhl.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Short description

The Professional Women's Hockey League operates a twelve-team professional women's ice hockey league across the U.S. and Canada, generating revenue from ticket sales, sponsorships, merchandise, and media rights while serving fans, corporate sponsors, and broadcasters.

Ownership category

akta.pro rank

Product category

Professional Sports League

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121)

akta.pro primary industry

Ice Hockey Leagues (MPAKAAAE)

Keywords

• Professional women's hockey
• Sports league operations
• Live sports entertainment
• Team merchandise sales
• Sports media rights

Headquarters

HQ city

Wilmington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Ticket Sales: Revenue from game attendance including regular season tickets, playoff tickets, and season memberships across 12 team markets
2. Sponsorship & Advertising: Corporate sponsorship portfolio with 35% YoY growth including presenting sponsors (Ally Financial), official partners (Scripps Sports), and team-level sponsors across various categories
3. E-commerce Merchandise: Official PWHL merchandise including team apparel, accessories, and limited editions with over 50% growth in sales
4. Media Rights: Broadcast and streaming rights including first national TV broadcast on ION via Scripps Sports reaching 126 million households, with ongoing negotiations for season five media rights expected to increase significantly

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels10 records

Core offering

The Professional Women's Hockey League (PWHL) operates a North American single-entity professional women's ice hockey league with 12 teams across the United States and Canada. Its core offerings are live professional hockey games (regular season, Walter Cup playoffs, and the PWHL Takeover Tour of neutral-site games), annual membership-based season ticket packages, the annual PWHL Draft, and youth hockey camps. The league monetizes these through ticket sales, broadcast and streaming media rights, corporate sponsorships, and an official e-commerce merchandise platform.

Product overview

The Professional Women's Hockey League (PWHL) is a single-entity professional sports league operating 12 women's hockey teams across the United States and Canada. The core product is live professional hockey games featuring the Walter Cup playoff championship, supported by season ticket memberships, the annual PWHL Draft presented by Upper Deck, and the PWHL Takeover Tour of neutral-site games. Additional offerings include youth hockey camps and development programs, the PWHL Shop e-commerce platform for official merchandise, video content including game highlights and the Jocks in Jills podcast, and community programs such as Kids Club and Unity celebrations. Broadcast distribution occurs through Scripps Sports on ION television and YouTube streaming, while ticketing is handled through Ticketmaster.

Differentiator

Problem solved

Functional benefit

Brands

• Jocks in Jills: A podcast hosted by Tessa Bonhomme and Julia Tocheri offering analysis of the PWHL and showcasing the biggest names in women's hockey.
• PWHL Takeover Tour
• Walter Cup

Products and services

• Live Game Events (PWHL Regular Season and Walter Cup Playoffs) Ticketed live professional women's hockey games across the PWHL's 12 teams, played at NHL-caliber venues, culminating in the annual Walter Cup playoff championship series. For fans attending games in person across the U.S. and Canada.
• Season Ticket Memberships Annual subscription-style season ticket memberships offered by each PWHL team, providing guaranteed seats for all home games, member discounts, members-only events, and merchandise discounts. For individual fans and families committing to a full season of attendance.
• PWHL Draft The annual PWHL Draft event where league teams select players from collegiate and international hockey, presented by Upper Deck. For hockey fans, prospects, and team personnel.
• PWHL Takeover Tour The PWHL Takeover Tour brings regular-season PWHL games to neutral-site venues in markets that do not currently host permanent franchises, including iconic arenas such as Madison Square Garden and Little Caesars Arena. For fans in non-franchise markets seeking access to live women's hockey.
• Youth Hockey Camps and Clinics Paid youth hockey camps and development programs led by PWHL players and staff for young female hockey players ages 6-17, offered across PWHL team markets. For young athletes and parents seeking professional-level hockey instruction and mentorship.
• PWHL Shop (Official Merchandise) E-commerce platform selling official PWHL team and league merchandise including jerseys, apparel, accessories, and Walter Cup championship collections. For individual fans and consumers across the U.S. and Canada.
• Jocks in Jills Podcast The official PWHL podcast hosted by Tessa Bonhomme and Julia Tocheri, offering analysis, player interviews, and coverage of women's hockey, distributed via YouTube and podcast platforms. For hockey fans and followers of women's hockey seeking in-depth league coverage.

Quantifiable outcome

• 35% year-over-year growth in sponsorship portfolio
• +4 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Twelve partnerships are on record, tiered core, flagship, minor, founding partner and inaugural premier partner.

• Oak View GroupcoreStrategic or Co-development Partner · 4 April 2026Partnership and sponsorship sales agreement with Oak View Group to capitalize on growth momentum and expand sponsorship offerings.
• State FarmflagshipGTM or Marketing Partner · 23 March 2026Foundational advertising partner for Scripps Sports Network, the 24/7 FAST channel focused on women's sports launching March 24, 2026.
• Scripps SportscoreGTM or Marketing Partner · 12 March 2026Broadcast partner for first nationally televised PWHL game in US history on ION, reaching 126 million households. Partnership enables league's first linear TV presence.
• Ally FinancialcoreGTM or Marketing Partner · 12 March 2026Presenting sponsor of the first national broadcast and PWHL Takeover Tour. Ally achieved its 50/50 pledge for gender parity in sports investment ahead of schedule through PWHL and other women's sports partnerships.
• Global IndustrialminorGTM or Marketing Partner · 17 February 2026Multi-year partnership as official industrial supplies partner. Staff maintaining ice surfaces at five franchises branded as 'Global Industrial Ice Crew' receiving branded products.
• AEROminorGTM or Marketing Partner · 20 November 2025Official chocolate bar partnership for 2025-2026 season enhancing fan engagement in Canada through in-game activations and digital media.
• Upper DeckflagshipGTM or Marketing PartnerPresenting sponsor of 2026 PWHL Draft held at Fox Theatre in Detroit.
• Vegas Golden KnightsminorStrategic or Co-development PartnerNHL team supporting PWHL Las Vegas expansion, with team colors inspired by Southern Nevada landscape and training at America First Center in Henderson.
• MGM Resorts InternationalminorStrategic or Co-development PartnerSupporting PWHL Las Vegas expansion efforts alongside Vegas Golden Knights.
• Canadian Tirefounding partnerGTM or Marketing PartnerFounding partner for Vancouver Goldeneyes team.
• Air Canadainaugural premier partnerGTM or Marketing PartnerInaugural Premier Partner for Vancouver Goldeneyes; co-presenter of 2026 championship celebration with Intact Insurance.
• BauerminorGTM or Marketing PartnerEquipment partner for PWHL merchandise collaborations.

Scale indicators11 records

Recent moves9 records

Expansion highlights6 records

Emerging players

• Athletes Unlimited: Women's sports property using a rotating-team/individual format (lacrosse, softball, basketball, volleyball). Comparable as an emerging women's-sports brand building sponsorship and media rights around elite female athletes, though structurally different from a fixed-franchise league model.
• Premier Lacrosse League (PLL): U.S. professional lacrosse league operating a tour-based model with national media rights (ESPN) and tiered sponsorship. Closely comparable in GTM (event-driven + DTC + linear TV) and stage of league-business maturity as PWHL.
• Premier Hockey Federation (formerly NWHL): Direct women's professional ice hockey predecessor that operated competing franchises before restructuring. Closest historical product/market peer; useful for benchmarking operational risks that contributed to prior women's hockey league outcomes.
• Unrivaled Sports: New women's professional basketball league (WNBA offseason) operating a tour-based model with strong brand and sponsor interest. Comparable as a recent women's pro-sports launch pursuing premium sponsor categories and broadcast partnerships.
• BIG3 Basketball League: U.S. professional 3-on-3 basketball league operating a tour-based format with league-level sponsorship and broadcast distribution. Comparable as a non-team-anchored pro sports property monetizing sponsorships, ticketed events, and media rights.
• League One Volleyball (LOVB): U.S. women's professional volleyball league pursuing a pro team-franchise model with national broadcast ambitions. Directly comparable as an emerging women's team-sports property targeting sponsorship, ticketing, and media-rights growth.

Direct peers

• Women's National Basketball Association (WNBA): The flagship North American women's professional sports league, with similar revenue mix (broadcast rights, sponsorship, tickets, merchandise), recent inflection in media-rights valuation, and a large corporate sponsor base. Most relevant strategic and financial comparable for PWHL.
• National Women's Soccer League (NWSL): The leading U.S. women's professional team-sports league, operating a single-entity-ish model with team franchises, sponsorships, media rights, and merchandise. Highly comparable in revenue model (tickets, sponsorship, broadcast, DTC), GTM motion (corporate partnerships + DTC), and women's-sports growth narrative.

Others

• Canadian Women's Hockey League (CWHL): Prior Canadian-based women's professional hockey league that ceased operations in 2019. Cited primarily as a structural-risk reference point rather than an active competitor; relevant for understanding historical failure modes in the women's hockey category.

Broad incumbents

• National Hockey League (NHL): Top-of-funnel men's professional hockey league whose venues, owners, and broadcast ecosystem PWHL both depends on and competes with. Provides venue access (Little Caesars Arena, MSG, T-Mobile Arena), sponsors (Ilitch, Scripps) and talent pipeline that underpin PWHL's product.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/jocksinjills
• Xx.com/thepwhlofficial
• Facebookfacebook.com/thepwhlofficial
• LinkedInlinkedin.com/company/thepwhlofficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries12 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Professional Women's Hockey League