The NHL has always seen the benefits of a relationship with a pro women's hockey as a document from combined planning shows. With the success of the PWHL, the NHL is beginning to reap those benefits.
The NHL has always seen the benefits of a relationship with a pro women's hockey as a document from combined planning shows. With the success of the PWHL, the NHL is beginning to reap those benefits.
While many focus on the benefit the PWHL can gain from affiliation with the NHL, the NHL is set to reap the benefits of North America's new Professional Women's Hockey League. According to documents obtained by The Hockey News, it's a benefit the NHL has always envisioned from a singular women's pro league.
As part of potential merger discussions between the PWHPA and PHF/NWHL in 2021, the NHL hired The Ascendant Athlete, LLC in attempts to aid in the unification of the women's hockey world. The project was led by the NHL's Kim Davis, and resulted in a document, obtained by The Hockey News, titled "A Vision for a Women’s Professional Hockey League."
The Ascendant Athlete interviewed "31 stakeholders in women’s professional hockey to generate new thinking on the future design and delivery of the women’s professional game" in the process, which was "born out of the NHL Player Inclusion Committee’s work...to clarify existing positions and to support female professional hockey players to advance towards a dynamic and sustainable professional league."
While many of the items and ideas that arose related specifically to professional women's hockey and how the NHL could help mend divides and support the launch of a women's league, other comments and findings strayed toward benefits of a professional women's league to the NHL.
When the PWHL announced the implementation of innovative rules related to determining draft selections and playoff opponents, to add to the league's 3-2-1 point system and "jailbreak" rule, it highlighted one of the "opportunities" listed by the NHL's survey.
The survey referred to a single professional women's league as an opportunity for it to be an "NHL test tube."
"A women’s league could prove to be a testing ground for rule changes, broadcast and tech innovations, and other improvements within the game," the report said.
In the same report, it was stated that the development of a single professional women's league, would benefit the NHL in other ways, particularly in the situation of an NHL supported women's league.
"Women’s professional hockey is considered by many to be a “grow the game” strategy," the report read. "Supporting women’s professional hockey is also an opportunity for the NHL to demonstrate its support for gender equity and inclusion."
That demonstration has been on display at recent NHL events including the NHL All-Star Weekend skills competition and NHL All-Star Thursday where women's hockey stars from the PWHL were present.
There is continued discourse surrounding the level and type of involvement some see for the NHL as it relates to women's hockey. The Ascendant Athlete report showed distinct views from the NHL and PWHPA, compared to the NWHL/PHF related to views on NHL involvement in a new women's league.
As the report stated, "Most NHL interviewees were skeptical of the viability of any new, women’s professional league not run by the NHL and supported directly by the NHL’s resources, particularly their marketing expertise, partnership development, and access to physical infrastructure." Similarly, "Most PWHPA interviewees envision the NHL launching and then operating a new league, where each women’s team is affiliated with an NHL club."
The PHF/NWHL participants differed on this opinion, and more closely resembled the current model of strategic support saying "Most NWHL interviewees would welcome a deeper partnership with the NHL that helps with broadcast and sponsorship agreements as well as best practices in areas such as governance models, by-laws, and marketing. They do not want to see the NHL run a women’s professional league, though, nor do they view the NHL as a “savior.""
The NHL's support for a new professional women's league was stated by interviewees in the report as the "right thing to do," but also focused repeatedly on the benefits the NHL could receive from a league like the PWHL.
As the report read from an NHL perspective, "many felt that the NHL has much to gain by being a part of the growth and success of women’s hockey, which in their opinion would improve brand identity, demonstrate support for inclusion, and support fan base development. Some interviewees spoke of financial opportunities, to tap into sponsors and partners not involved with men’s professional hockey. However most interviewees positioned support as the “right thing to do.”"
In a letter from PWHPA counsel, Dee Spagnuolo and John B. Langel of Ballard Spahr LLP obtained by The Hockey News, the PWHPA explicitly stated they believed the path forward was a formal partnership with the NHL.
"It has been no secret that the PWHPA believes that the path to ensuring these essential components and long-term viability for a professional women’s hockey league is by affiliating with an existing league that provides the opportunity to leverage stable infrastructure and drive an economy of scale," Spagnuolo and Langel wrote. "More specifically, existing fan bases, sponsorship strategies, media and press networks, and broadcasting opportunities would position a professional women’s league for long-term success. Aligning with a sophisticated organization would also provide appropriate support—including visas, relocation assistance, housing, and other benefits—to draw upon elite talent from around the world."
Following this report, and continued talks between the PWHPA and PHF, the PWHPA hired Deloitte, a well known consultancy, to advise on potential merger options and to continue examining pathways toward starting a PWHPA focused league. Deloitte alongside the PWHPA, PHF, and eventually NHL met at least five times in 2021 and 2022 to continue discussions, but eventually, the PWHPA announced they would be moving forward without the PHF.
While it did not come about how the PWHPA, PHF, nor NHL envisioned or planned initially, the end result was the same, a single professional women's hockey league in the form of the PWHL, and one that will reap benefits to the NHL.
One of the "Strengths" listed in the report, as we're now seeing in NHL teams hosting PWHL games in their home venues like Toronto, Minnesota, Pittsburgh, and Detroit, is already being realized.
"Key NHL leaders want to support a women’s league and see this as a unique opportunity to grow the game and build the brand of the NHL as more inclusive. Aligning women’s teams with NHL teams may also allow for broadcast and gate advantages," the report reads.
In fact, the "PWHL Takeover Weekend" where the league will play in Pittsburgh and Detroit resembles a specific point identified in the document that mentions "NHL market takeovers."
While benefits dominated the document, there were threats listed as well, including the PWHL emulating the NHL too closely saying "A successful marketing plan can’t just emulate the NHL, which isn’t considered welcoming or progressive."
The PWHL is certainly forging their own path, albeit one with strategic supports from the NHL. It's obvious in the inaugural season of the PWHL, one league is not simply giving to the other; rather it's a symbiotic relationship benefiting both.