TORONTO (February 6, 2021) – The Professional Women’s Hockey Players Association (PWHPA) today announced a formal partnership with the National Hockey League’s Toronto Maple Leafs, who become the second NHL team—joining the New York Rangers— to formally support the Association this season.
The partnership involves enhanced marketing coordination and support, sponsorship consulting on commercial efforts, as well as a future Secret Dream Gap Tour game to showcase their players, which will be confirmed once Canadian Government regulations allow, and it is deemed safe to do so.
Comprised of approximately 125 of the world’s best women hockey players, the PWHPA was formed to advocate for, and advance, equity, fairness and opportunity in women’s professional hockey. Specifically, the group is working to provide increased opportunity in women’s hockey with the goal of creating a sustainable league that pays a living wage to players, provides appropriate elite-level resources (i.e. ice time, facilities, trainers, etc.) and invests in marketing that showcases the players and game.
“The Toronto Maple Leafs have been great supporters and partners of women’s hockey and the PWHPA in particular,” said Jayna Hefford, PWHPA operations consultant. “We are steadfast in our belief that the creation of a professional women’s hockey league with the best players in the world will require a new level of infrastructure and resources to ensure its long-term success, and this partnership brings us another step closer to our goal. The Toronto Maple Leafs have been consistent in their support of our players who are committed to building a bright future for women’s hockey at all levels and we’re thrilled to continue working with them.”
“Over the years, the Toronto Maple Leafs have been committed supporters of women’s hockey,” said Brendan Shanahan, Toronto Maple Leafs President and Alternate Governor. “Beginning with Brian Burke’s initial support of the now-disbanded CWHL and continuing today, the Maple Leafs stand in support of Jayna Hefford and the PWHPA and recognize their efforts and incredible sacrifice in their determination to form a single, unified, sustainable professional league. Women’s hockey deserves nothing less.”
As a sign of growing commitment by North American brands, the PWHPA has recently added sponsorships from major corporate partners including Sonnet and Scotiabank. These are on top of the PWHPA’s long standing partnerships with Secret, Budweiser, NHLPA, Adidas, Bauer Hockey, BioSteel, Tim Hortons and Canadian Tire.
About the PWHPA
Professional Women’s Hockey Players Association’s (PWHPA) mission is to promote, advance, and support a single, viable professional women’s ice hockey league in North America that showcases the greatest product of women’s professional ice hockey in the world. The organization aims to provide a united voice to players advocating for the creation of a sustainable professional league. PWHPA is working to accomplish its mission by coordinating training needs and programming opportunities during the 2019-2020 season and collaborating with like-minded organizations to make hockey more inclusive for women and future generations. To learn more about PWHPA and the Secret Dream Gap Tour, visit pwhpa.com.