“We were blown away by the passion of our fans and their connection to our players in our inaugural season. This season’s campaign is a celebration of our new team identities, our players who are stars on and off the ice and a tribute to our fans and the communities in which we play,” said Alessandra Bologna, Senior Director, Brand and Marketing, PWHL. “It was equally important for the production behind this campaign to mirror the ethos of the PWHL, featuring diverse voices and up-and-coming talent.”
Together, the PWHL and UNINTERRUPTED Canada set out to develop a campaign that would elevate the players, showcasing their presence, impact and star power. The result was a multifaceted storytelling approach, tailored to connect with existing and new fans through powerful narratives, impactful visuals, and authentic moments.
“As a longstanding partner and passionate supporter of the PWHL since its inception, we are proud to contribute to amplifying the League’s distinct brand,” said Connor Ritchie, President and Chief Operating Officer, UNINTERRUPTED Canada. “’Here’s to the Bold’ highlights the League’s commitment to player-driven storytelling, based on a foundation of community-building that champion both athletes and fans.”
To execute across several creative territories, each piece of content needed to tell a different story, and speak to new fans, wherever they are across broadcast, digital, in-arena and social media:
“HERE’S TO THE BOLD” – League-Wide Lead Campaign: Capturing the spirit of the PWHL with an up close and personal look at the athletes’ exceptional on-ice skill, passionate fanbase, and dynamic off-ice personalities - underscored by the League’s unique team identities. An ode to the PWHL’s stars in 2024, “Here’s to the Bold” celebrates the athletes, moments, and mission, that are propelling the League into 2025 and beyond.
The campaign’s music was brought to life by up-and-coming composer Taran Mitchell, who led an intentional approach to the custom score and narrated by Tessa Bonhomme.
The Team Anthems: A formal introduction to The Inaugural Six – the newly launched team brands in Boston, Minnesota, Montréal, New York, Ottawa, and Toronto. These pieces serve as the first holistic introduction to the League’s distinct team identities, from their players to their jerseys, to their visual identities and rallying cries.
"DEAR FANS” – A Season One Thank-You: Building on Season One “Dear Fans” is a love letter to all those who embraced the League from Day One: The fans. The piece will premiere exclusively in-arena at each team’s home opener.
“It’s awesome to see all of the work the league has committed to make its content top notch and accessible to all of the fans,” said Minnesota Frost forward Grace Zumwinkle. “These content pieces encapsulate what the PWHL stands for and the hype and awareness it has brought to women’s hockey. The first year was monumental in so many ways, and I know Season Two will be even better with our new team names and logos.”
“Participating in the campaign was a great experience to live as a new player joining the PWHL,” said Ottawa Charge rookie Danielle Serdachny. “This content came out unbelievable and I think our fans will be excited to see it. So many details went into this campaign, and it emerges in the content.”
The two-day campaign shoot produced in Toronto, Canada, included on and off ice photography and video elements and featured 30 players across the PWHL’s six teams. The production infrastructure was intentionally comprised of diverse talent behind the cameras. A women-led production team and emerging creative talent brought this campaign to life in a way that reflected the PWHL, their players, and their fans.
To see exclusive behind the scenes content from the campaign shoot, follow along on PWHL socials - @thepwhlofficial on social platforms. The 2024-25 PWHL season begins Nov. 30.
About the Professional Women’s Hockey League (PWHL)
The Professional Women’s Hockey League (PWHL) is a professional ice hockey league in North America comprised of six teams in Boston, Minnesota, Montréal, New York, Ottawa, and Toronto, each with rosters featuring the best women’s hockey players in the world. Launched on Jan. 1, 2024, the PWHL has broken multiple attendance records and holds the worldwide all-time record for a women’s hockey game. In 2024, the PWHL was recognized by Sports Business Journal as the Sports Breakthrough of the Year and received the top position in the first-ever Canadian edition of the Harris Poll, which ranks companies’ reputations. Visit thepwhl.com to purchase tickets and merchandise, and subscribe to the PWHL e-newsletter to receive the latest league updates. Follow the league on all social media platforms @thepwhlofficial.
PWHL, the PWHL Logo, and PWHL team names and logos are trademarks of the PWHL. © PWHL 2024. All Rights Reserved.
About UNINTERRUPTED Canada, a division of The Good Karma Company
Founded in 2019 to be Canada’s preferred destination for culturally relevant content solutions, The Good Karma Co. introduced the UNINTERRUPTED brand into the Canadian market, in partnership with LeBron James, Maverick Carter, and Drake. Since launch, the sports and entertainment conglomerate has initiated several other brands to service: Feature scripted and unscripted films and TV series, branded content, commercial assets, experiential activations, audio properties, media distribution, management consulting, and sponsorship representation. The Good Karma Co. has won notable awards for its works, including the “TIFF People’s Choice Award” (2022) and a “Critic’s Choice Nomination” (2023) for Black Ice, and a “VIFF People’s Choice Award” (2022) for The Grizzlie Truth. In contrast, The Good Karma Co.’s branded content and advertising work has never been submitted for awards consideration; here, success is defined by exceeding the Client’s mandate. UNINTERRUPTED Canada and The Good Karma Co. Is led by Vinay Virmani (Partner & Chief Executive Officer) and Connor Ritchie (President & Chief Operating Officer).
