PWHL's broadcast deal announced, Air Canada confirmed as premier partner

Here's what we know (and don't know) about the PWHL ahead of opening day on January 1

By Erica Ayala Dec 29, 2023 at 3:46 pm ET• 8 min read

The Professional Women's Hockey League (PWHL) announced Air Canada as its latest sponsor ahead of its inaugural game on Monday, January 1 in Toronto, Ont. Air Canada will be the official airline of the new women's hockey league and its six teams -- three in Canada and three in the United States. 

"We're delighted to team up with Canada's national carrier as an Inaugural Premier Partner and Official Airline to the PWHL," Amy Scheer, PWHL senior vice president of business operations, said in the league press release. "We feel privileged to fly with Air Canada, a connection that reflects our shared values and the enormous potential for the league, its players and our future stars, as we take the sport to new heights."

The deal with Air Canada grants the company jersey branding rights for the PWHL Montreal team, as well as intellectual property rights for all six PWHL teams and the league itself. The deal specifies broadcast, in-venue, and in-market assets. Air Canada will provide travel support for the league, its players and promote the PWHL in its marketing and communications channels.

"To partner with the PWHL and be part of this historic moment in hockey history is incredibly exciting and meaningful to all of us at Air Canada," Andy Shibata, vice president of brand at Air Canada, said. "As Canada's national carrier, and a longstanding supporter of Canadian sports, this partnership reflects the love we share with our customers for hockey, as well as our work in championing gender equality in the aviation industry."