As the PWHL enters Season 2, the excitement in the air is undeniable. This season is a powerful continuation of the incredible journey that began in the inaugural season.
Season 1 was nothing short of historic, setting the stage for a league that's redefining women's sports. But while the players lit up the ice with their skill and determination, it was the fans who truly made the inaugural season unforgettable. From showing up in droves to cheer at arenas to passionately advocating for the league online, the PWHL's fanbase proved that the heart of hockey lies beyond the boards.
As we look ahead to the games, rivalries, and milestones Season 2 will bring, it's only fitting to take a moment to reflect on the impact of the league's biggest supporters: the fans. They've been the heartbeat of this league, creating a sense of community and excitement that has propelled the PWHL into the spotlight. Let's celebrate their unwavering commitment to making women's hockey thrive.
The Power of Fan Engagement
Fan engagement is the lifeblood of any sports league. It not only drives revenue and helps sustain operations, but it also plays a crucial role in fostering long-term loyalty, building a positive image, and creating an emotional connection between the team and its supporters. When fans feel connected, they become more than just spectators; they become advocates, promoters, and the heart of the league's identity.
For the PWHL, this concept is one of the most important parts of their mission. The league isn't just about hockey; it's about inspiring youth and creating a space where dreams take root. Fan engagement in the PWHL is about building an inclusive space where fans feel like an integral part of the league's growth.
From the league’s earliest days, fans have shaped its identity. At just the second game, attendance records were broken—a trend that continued throughout the season. By April, a record-setting 21,105 fans packed the arena for the Montreal vs. Toronto game, showcasing the growing passion for women’s hockey.
"This is a significant moment for the league," said Amy Scheer, PWHL Senior Vice President of Business Operations. "Season Two opens an exciting new chapter for the PWHL as we build on the success of our inaugural year. With new jerseys hitting the ice, three new primary venues in play, the launch of our Takeover Tour across North America, and more broadcast partners, the league is expanding its reach and delivering more opportunities for fans to connect with our incredible platers and the game we love."
Social Media Amplifying the PWHL's Reach
Social media has been a game-changer for the PWHL. Viral TikToks and Instagram posts have amplified the league's reach, introducing it to audiences who may never have attended a hockey game. Campaigns like See Her Name and the Barbie promotions captured attention, while highlights and behind the scenes content showcased the unparalleled skill and charisma of the players.
I first became aware of the PWHL on January 1st, 2024, during their inaugural game. My TikTok feed was filled with videos of fans sharing their experiences, celebrating the creation of this league, and showcasing the electric atmosphere. I began to follow the league after that.
One particularly memorable TikTok was created months later by The Gist humorously debunking the myth that "no one watches women's sports" by showing the packed stands during that record-breaking Montreal vs. Toronto game.
The Gist TikTok here.
When I first saw those TikTok videos, I was not only struck by the energy in the arena, but also the overwhelming sense of support the community portrayed. It was about being a part of something bigger, something historic.
Traditions Foster Community
One of the PWHL's most impactful strategies for fan engagement is the creation of unique traditions that bring people together. These traditions aren’t just about entertainment—they’re about fostering a sense of belonging and celebrating the connection between fans and the league.
Take Ottawa, for example, where fans have embraced a simple yet electrifying post-game ritual: the entire arena clapping in unison to celebrate a win. It’s more than just a victory cheer; it’s a unifying moment that cements the bond between the team and its supporters. This tradition embodies the spirit of the PWHL: vibrant, inclusive, and full of energy.
Beyond these arena rituals, the league has embraced creative initiatives like the Barbie Dance Cam, which became a fan favorite during Season 1. Combining the league’s partnership with Barbie and lighthearted entertainment, the Dance Cam brought smiles to countless faces, reminding fans that hockey is as much about joy as it is about competition.
Special events like Ottawa’s fanfest take this connection to the next level. By offering open practices and behind-the-scenes access, these events create opportunities for fans to get closer to their favorite players and gain a deeper appreciation for the game. This kind of hands-on engagement turns casual spectators into lifelong supporters.
By fostering these traditions, the PWHL has built a strong, inclusive community. Whether it's through a shared clap, a joyful dance, or a memorable event, these moments unite fans and players, making everyone feel like an essential part of the league’s story.
Beyond the Boards, Fans Build a Community
The creativity and passion of PWHL fans are truly remarkable. Handmade signs fill arenas, expressing love for players and sharing personal stories that deepen the sense of community. These gestures are more than decorations—they’re declarations of pride and belonging.
Another impressive way fans stay connected is through the PWHL Fan app, a tool designed to keep supporters informed and engaged. The app offers real-time updates, live scores, exclusive content, and direct access to team news, making it a go-to hub for everything PWHL. It’s not just about keeping fans updated—it’s about giving them a deeper connection to the league and creating a space for fans to interact and engage with the community.
The PWHL’s success underscores the importance of meaningful fan engagement. From social media campaigns to immersive in-game experiences, the league has demonstrated how connecting with fans drives growth and solidifies its place in the sports world.
By listening to fan feedback, fostering online communities, and creating unforgettable moments at games, the PWHL has built a loyal and enthusiastic fanbase. This approach not only generates revenue but also solidifies the league's place in the broader sports industry.
Looking Ahead
As the PWHL continues its journey, it’s clear that the league’s success is deeply rooted in its fans. Season 2 isn’t just about building on the foundation of the inaugural year; it’s about pushing boundaries, creating new traditions, and strengthening the bonds between players and supporters.
Here's to another unforgettable season on the ice, in the stands, and beyond the boards.
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