With New Jerseys And Team Branding Complete, What's Next On The PWHL's To-Do List?

Team logos, names, and jerseys were a major component of the PWHL's offseason to-do list, at least as it relates to fan focused interest. The jerseys came out with positive reviews across the board, and are sure to rapidly sell as the season approaches. For fans, it marks the end of a long wait, but the league will continue to work to grow and build in season two.

While the big ticket items, including new venues for Montreal, Toronto, and New York, were high on the list, as was scheduling, there are still announcements to come, and behind the scenes, the league is working diligently. On the business side, the league has rapidly expanded operations, but as with the teams on the ice who will adapt and strategize each week, there's always ways to improve off-ice as well.

Policy, Policy, Policy

The PWHL launched last year, as many stated, while building the plane in the air. That sprint to launch included skipping over many important player protection and league policy items. There were no clear rules for body checking, the league announced midseason rule changes, including use of the Gold Plan and option to select a playoff opponent, and holes were exposed in the scope of the collective bargaining agreement. As reported earlier by The Hockey News, one of the items yet to come from a policy standpoint is a Safe Sport Policy and mechanisms.

It's a gap that includes how players can independently report misconduct without fear or reprecussions. The issue was highlighted this offseason by the news of toxic environments in Minnesota involving both staff and players. The need for safe sport policies in the PWHL is compounded by the league's single entity ownership model. If a report were made by a player against one team, it would in essence be a complaint lodged against the entire league and all teams as the PWHL is a singular business with the same management, unlike almost every other professional league in the world. The league has stated "they are in the process of enhancing their policies and that an updated system is set to come out in November" as it relates to safe sport.

Another policy gap that has been discussed is the league's lack of a gender inclusion policy, which for a professional women's sports league is an oversight that the PWHL will need to rectify. The league stated prior to last season they would have a gender inclusion policy ready for the start of season one, which did not happen. On January 31, a month into the inaugural season, the league stated "The PWHL is actively working on the development of an Inclusion Policy, through consultation and collaboration with various LGBTQI+ athletic advocacy groups and leaders." Almost a year later, no public policy exists. With league leadership reportedly stating the previously used Boston Pride name, which was a name referencing a pride of lions, was too controversial, and that they did not like the double entendre that Pride represents, followed by anti-trans and homophobic online activity from Minnesota Frost forward Britta Curl-Salemme, and the backlash her selection at 9th overall in the PWHL Draft caused among LGBTQ+ fans, new policy cannot come quickly enough. The league did hire Saroya Tinker in a diversity and inclusion role, but has yet to roll out any initiatives, programming, or policy.

Broadcasting Plans To Be Announced

Season one's broadcasting plan was a massive success in opening access to fans and growing a following for the league. Principal among that success was the league's willingness to show all games for free on YouTube. It's likely that model won't last forever, in fact it may not last this season, as broadcasting networks look to acquire the value the league presents and want exclusivity. The league has yet to announce television or streaming availability, but with puck drop only three weeks away, it's sure to come soon.

Will there be an All-Star event?

It's unclear if there will be a PWHL All-Star event this season. Last year the league jumped into the NHL's All-Star week festivities. This year, there is no NHL All-Star game with the league hosting their 4 Nations Face-Off from February 10-20 instead. The PWHL itself will be coming off an international break the week prior to this, and with games currently scheduled for every day during the NHL's event, it's unlikely the leagues will be working together on this in 2024-25. The same can be said for the NHL's Winter Classic. And while the league's website still lists the March 1 Boston vs. Montreal game, the same day as the Stadium Series in Columbus, as TBD, The Hockey News' has reported that this game will be played at the Bell Centre in Montreal. Women's sports have proven they don't need to ride the coattails of men's counterparts. While some PWHL teams may continue to collaboratively market with NHL teams in the same market, at a league and policy level, the PWHL would likely be wise to provide separation from the NHL, a league who has ostracized many fans who now follow the PWHL.

Expansion Is Coming

Sometimes it's best not to read too much into situations. When it comes to watching PWHL neutral site games this season (and last), the opposite is true. With tickets almost gone in Quebec City, it looks as though more than 17,000 fans will be in attendance January 19 when the Montreal Victoire play the Ottawa Charge in the Quebec capital. It's a positive sign for the Quebec capital in their bid to bring a professional hockey team back to the city. Last season, Detroit set an American professional women's hockey attendance record for their takeover weekend game, and Pittsburgh had a strong showing themselves. It's likely the March 7-8 games in the PWHL this season will turn into another takeover weekend as it matches last year's timing. Watching where the PWHL chooses to host the remainder of their neutral site games this season could be a good indication of the league's shortlisted expansion sites.

Expansion Will Force CBA Revision

Section 27.4 of the collective bargaining agreement states that teams "may play no fewer than thirty (30) Regular Season Games and no more than thirty-two (32)" unless otherwise approved by the PWHLPA. When the league expands to eight teams, or even seven, that number may be the first revision of the CBA. It's unlikely anyone wants to see the same teams facing off 8-10 times per season, but in an eight team league, where generating revenue remains a primary goal, adding games will become a method to do so, particularly if the league continues to sell well during neutral site games. As teams increase, simple items like number of rounds and number of picks in the draft will be altered, and with more salary to go around, expansion could be an opportunity for the players to address minimum salary levels that remain unliveable for the majority of the league. The renegotiations of the NWSL and WNBA agreements has paved the way for discussions to open. The offseason struggles to get Sarah Fillier signed highlight the need for conversation surrounding the CBA. Less than 30% of the PWHL's season two league roster were permitted to vote on the collective agreement, likely resulting in the gaps the document holds in representing all players' needs.

Agent Certification

Representing women's hockey players is another area with financial upside as women's sports continue to boom. But whenever there's financial upside, there's also risk for unqualified individuals to try to capitalize. More than a year into the existence of the PWHL, no agent certification requirements exist. As Section 7.3 of the CBA states, "When the PWHLPA develops a Player-Agent certification program, the PWHLPA and PWHL will meet to discuss the terms of the program." To date, no such program has been developed leaving players alone to navigate the plethora of representation options out there as agencies and "agents" pop up across the board. The league has many qualified and experienced agents professionally representing their clients. The league also has a wave of new individuals without the skills required to successfully represent the variety of needs across the PWHL. Hopefully the PWHL never finds itself in a situation like the NHL and NHLPA did with Stacey Don McAlpine, Alan Eagleson, or David Frost, and a player agent certification program and requirements will aid in that protection.