The Professional Women's Hockey League – Property Analysis
- September 27, 2023
- SponsorPulse Staff
The world of sponsorships in women's sports is going through a revolution, partly thanks to the formation of the latest Professional Women's Hockey League (PWHL).
As brands seek valuable sponsorship opportunities, understanding the new league and its fan demographics is crucial for being a pioneer in the space.
In this article, we'll dive into the PWHL’s demographic, backed by data from SponsorPulse — your go-to sponsorship intelligence tool — and explore how brands can effectively activate their fans in the different regions.
A Growing Property
The PWHL, a league that only launched in August 2023, comes in to replace the dissolved Premier Hockey Federation and is already moving fast with its first steps.
In its official announcement, the league shared its long-term 10-year business plan, which states that the league aims to:
Collaborate a lot with the NHL.
Commit to being a digital streaming-first product.
Establish a solid collective bargaining agreement (CBA) with a strong focus on inclusivity.
These plans demonstrate its dedication to sustained success, making it an attractive prospect for enduring partnerships and providing brands with extensive online advertising and promotional value-based opportunities.
Hence, the Professional Women's Hockey League presents exciting sponsorship opportunities for brands looking to engage with diverse fan demographics across different regions.
But who are these ‘new’ fans?
Regional Analysis
Data from SponsorPulse on the Premier Hockey Federation (PHF) revealed how brands can tailor their strategies to activate fans and effectively create lasting partnerships with the new PWHL in the following regions:
US Midwest
The most engaged demographics with the PHF in this region were small business owners (55%) and digitally driven individuals who use platforms like Skype (55%), YouTube TV (45%), Uber (44%), and Google Play (41%).
Brands looking to engage with this audience should consider digital marketing and advertising campaigns targeting these platforms.
US Northeast
In the Northeast of the US, the most engaged demographics with the PHF were small business owners (61%), those who play basketball (51%), and users from Amazon or Apple Music (50%).
For brands, leveraging the love for basketball and music in this region can be a valuable strategy to engage fans.
US South
Surprisingly, the US South differs slightly from the two covered above. Here, the most engaged demographic includes ESPN Deportes users (75%), those who participate in hockey (74%), use NFL Game Pass (70%), and are interested in BMW vehicles (62%).
For brands looking to connect with fans in this region, partnering with ESPN Deportes or creating hockey-themed events could be a winning strategy.
US West
The US West region shows similarities to other areas, but it’s ESPN+ users who were the most engaged (58%), followed by users from Skype (52%), those who purchased a smart speaker (50%), or those listening to podcasts (46%).
Brands can tap into this tech-savvy demographic through advertising on ESPN+ or creating engaging content tailored to these new formats.
Ontario, Canada
Data from SponsorPulse revealed that the most engaged demographics with the PHF in this region are those playing hockey (53%), small business owners (48%), and digitally driven individuals who use platforms like Skype (46%), YouTube TV (46%), Uber (45%), and Google Play (49%).
Quebec, Canada
The Quebec area has relatively smaller engagement levels than other regions, led by those aged 25-39 (35%), parents with kids under 18 (32%), and males (31%).
While engagement may be lower in this region, it still offers sponsorship potential.
Brands targeting the younger demographic or those focused on family-oriented marketing can still find opportunities to connect with fans.
Icing On The (newest) Cake
By leveraging the data insights provided by SponsorPulse, brands can make informed decisions and create meaningful connections with fans in diverse regions in the US and Canada.
As the PWHL takes shape, it's clear that it will present diverse sponsorship opportunities across North America, making it an exciting venture for brands seeking to support women's professional hockey and women’s sports in general.
It’s vital for brands to stay agile and quickly adapt to the evolving landscape of women's professional hockey.
Want more insights? Download the latest SponsorPulse's Women’s Sports Report for free to stay updated on the latest data for women's sports!
Download your report here.
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