Welcome to Beyond the Boards! As someone who loves to see women's sports grow, I'm excited to share the story of the business operations of the Professional Women's Hockey League, also known as the PWHL. As the league heads into its second season in history, after a successful inaugural season, it's an exciting time to be a hockey fan. This is a pivotal moment in the sports business landscape. The PWHL is more than just a game -- this is a new chapter in women's sports.
The PWHL's journey to its first season was anything but simple. Women's hockey has faced many barriers such as limited media coverage and lack of consistent financial support. Despite several attempts to establish a professional league for women's hockey, including the Premier Hockey Federation (PHF) and the Canadian Women's Hockey League (CWHL), previous leagues struggled to create a sustainable business model. A stronger foundation was needed to create a successful league.
Business Model
The PWHL was created with this image in mind, having a solid infrastructure. This is thanks to the backing of the Mark Walter Group, led by Mark Walter, chair of the Los Angeles Dodgers. His involvement adds resources and experience, creating stability that the previous leagues lacked. With this support, the PWHL was built with a focus on financial longevity, structural unity, and a long-term vision for women's hockey.
One of the defining characteristics of the PWHL's business model is its unified ownership structure. Unlike other leagues with individual franchise owners, all six teams are owned by the Mark Walter Group. This single-ownership model makes for efficient decision making and fosters a cohesive approach to growth. This also includes a unified board, including renowned figures such as Billie Jean King, Ilana Kloss, and Royce Cohen, helps shape a strategic vision for the league and allows for centralized control over sponsorships, communications, and ticketing.
This centralized approach also enables consistency in brand partnerships, fan engagement, and operational policies. The league's commitment to professionalism ensures players have real, competitive salaries, meaning they no longer have to juggle secondary jobs in order to follow their passion. For the first time, female hockey players can dedicate themselves fully to their sport.
Setting the Standard of Professionalism
With this business model established, the league can now focus on raising the standards of professionalism for women's hockey. Historically, previous leagues (the CWHL and the PHF) have lacked resources to meet high standards of professionalism and compensation. But under the leadership of Jayna Hefford, a Hockey Hall of Famer and former Canadian National Team player now serving as the PWHL's Senior Vice President of Hockey Operations, the PWHL is creating a new path. The league aims to create an environment where both athletes and fans can experience the highest standards of competition and professionalism.
The PWHL is looking at the WNBA and the NWSL, established leagues in America for women's professional sports, and studying what does and doesn't work, and finding its own practices. By building on their experiences, the PWHL is creating a model that is not only sustainable but one that resonates with fans, partners, and, most importantly, athletes.
This new standard of professionalism means that athletes can expect a livable salary, competitive integrity, unity, and equal treatment. The PWHL is prioritizing professional standards, established similarly to men's leagues, ensuring players and staff experience the professionalism deserved in professional sports.
A core component of this professional model is a livable wage. As mentioned previously, this will allow for athletes to dedicate their time and energy to their sport, rather than playing "for the love of the game" while working secondary jobs. The PWHL offers full-time, competitive salaries that allow athletes to commit entirely to their sport. With this financial support, this makes hockey a viable career path.
Players also receive health benefits, retirement plans, and access to professional development opportunities. These additions create a sustainable career path in hockey, allowing players to focus on their growth, performance, and long-term wellbeing.
In line with its commitment to professionalism, the PWHL has prioritized competitive integrity and excellence. The league carefully crafted schedules, training facilities, and coaching support to enable players to reach peak performance levels. Teams receive resources to promote high level training, regular competition, and skill development, aligning with the same standards seen in men's hockey leagues. This foundation not only raises the bar for play within the league but also enhances the quality of the game for fans.
The league's investment in professionalism sends a clear message: women's hockey deserves to be showcased and celebrated at the highest levels. This model PWHL has created sets a precedent not only in women's hockey but also in women's professional leagues in all sports. The PWHL's focus on maintaining high operational standards and its commitment to player support sets the bar for future women's leagues, fostering a place where professional women athletes can expect fair treatment and respect.
Vision
One of the reasons other women's hockey leagues failed prematurely is due to the fact they did not have the financial backing nor a long-term plan. The PWHL has created a 10-year business plan that recognizes the importance of patience and growth.
The league anticipates early financial losses, but currently is focused on building a fanbase, gaining media attention, and investing in community engagement. Rather than rushing to turn a profit, the board's vision focuses on establishing a sustainable and powerful platform for women's hockey over the next decade.
This focus on sustainable growth is already paying off. The inaugural game on December 31, 2023, sold out, setting the tone for record-breaking attendance throughout the season. Retention rates have been strong, proving there's a dedicated audience eager to support the league. The impressive numbers have drawn increased investor interest, setting a promising expectance of growth.
Beyond the Boards
The PWHL's impact reaches beyond the rink. The league represents a new frontier of women's sports, creating opportunities for women to thrive not only as athletes but as professionals in areas like management, marketing, and business operations. By fostering an environment of unity and purpose, the PWHL is redefining the future of women's sports and cultivating a community of shared success.
Here at Beyond the Boards, we're committed to telling these stories, exploring the business models and strategies that support the league's growth, and celebrating the trailblazers who are shaping its future. This isn't just about hockey. It's about creating a legacy.
With a second season ahead, that promises to push boundaries, the PWHL is ready to continue making history. As the league grows, so does the movement for a strong, more inclusive sports industry. Welcome to Beyond the Boards, where we go behind the scenes to bring you the strategies and stories that drive the PWHL forward. I hope you're as excited as I am to see the PWHL flourish.
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