ST PAUL, MINNESOTA – MAY 26: Maddie Rooney #35 of the Minnesota Frost hoists the Walter Cup after … More
The Professional Women’s Hockey League (PWHL) has announced historic growth following the conclusion of its second season, citing major gains across attendance, merchandise sales, digital engagement, and corporate partnerships. With the addition of expansion teams and increased community engagement, the league has taken significant steps in scaling professional women’s hockey in North America and globally.
The 2024–25 PWHL season welcomed a total of 737,455 fans across 102 games, representing a 52.5% increase over the league’s inaugural season attendance of 483,530 (85 games).
Average attendance also rose 27%, from 5,689 to 7,230 spectators per game. Since its inception, the PWHL has drawn a cumulative 1,220,985 attendees over two seasons, underscoring growing interest in the sport.
“This season, fans from every U.S. state and every Canadian province and territory caught a PWHL game, a remarkable moment for professional women’s hockey,” said Amy Scheer, PWHL Executive Vice President of Business Operations.
PWHL Expanding Market Reach And Fan Experience
TORONTO, ON – JANUARY 1: Fans hold signs before Toronto plays New York in their PWHL hockey game at … More
The league’s PWHL Takeover Tour™ brought nine neutral-site regular-season games to new markets, attracting 123,601 fans. A Vancouver game at Rogers Arena recorded a sellout crowd of 19,038, the fourth-largest single-game audience in PWHL history. In Detroit, 14,288 fans set a new U.S. record for PWHL game attendance at Little Caesars Arena, marking the moment the league surpassed one million cumulative fans.
Merchandise sales reflected 100% year-over-year growth, driven by the launch of official team names and logos, and new branded collections, including collaborations with Barbie, Peace Collective, and lululemon.
The league’s partnership portfolio expanded by 50%, adding brands such as Ally, Bravado, EA Sports, Factor Meals, Intact Insurance, Midea, and SharkNinja to its growing roster of corporate supporters.
PWHL Digital And Global Growth
TORONTO, CANADA – MAY 9: A fan’s custom Toronto Sceptres shoes are seen before Game Two of the First … More
Digital engagement surged, with social media interactions across platforms including X, Instagram, TikTok, and YouTube increasing by 68% from the first season. Live games were streamed in 106 countries, up from 88, and the redesigned PWHL.com website attracted more than 20 million views from users in over 150 countries.
“Season Two has been nothing short of historic,” said Jayna Hefford, PWHL Executive Vice President of Hockey Operations. “From our inaugural Takeover Tour to the announcement of new expansion teams in Seattle and Vancouver, the growth and energy around the league are undeniable.”
PWHL Community And Development Initiatives
Toronto Sceptres forward Natalie Spooner greets fans at the beginning of a Professional Women’s … More
The PWHL also deepened its connection to fans and players through Unity Games, which celebrated events such as Black History Month, Women’s Empowerment Month, Pride, Indigenous Heritage, Mental Health Awareness, and Community Hockey Heroes.
Each game featured custom artwork by community artists, and included special programming, in-game tributes, and collaborations with local and national organizations. These events showcased the league’s commitment to representation, inclusion, and using the platform of professional sports to highlight diverse voices and causes.
At the grassroots level, the league launched its first Fantasy Camp in Toronto in January, an immersive experience that allowed adult fans to train, compete, and engage with PWHL athletes and staff, providing a rare insider perspective on the life of a professional hockey player.
In April, Minnesota hosted the inaugural PWHL Breakthrough Cup powered by PLAY Hockey, the league’s first girls’ hockey tournament. The event brought together teams of all ages and skill levels to compete, connect, and celebrate the game, reinforcing the PWHL’s commitment to developing the next generation of female hockey playersand strengthening the sport’s pipeline from youth to professional levels.
As the PWHL prepares for its third season, including the introduction of expansion teams in Seattle and Vancouver, the league continues to lay the foundation for sustainable growth, increased visibility, and long-term success in professional women’s sports.
