Women’s hockey is blowing up. From new highs in audience to record-breaking contracts, the game is picking up steam like never before. But the results aren’t all about the wins on the ice, it’s the barriers being broken along the way.
Women’s hockey is becoming a sporting force of its own, driven by fierce athletes, dedicated fans and teams finally grasping something never before offered by the game. Let’s see what’s in store for Women’s hockey.
Record Breaking, Off and On the Ice
Women’s hockey has been very popular in recent years, particularly at key events such as the Winter Olympics and the IIHF Women’s World Championship. There have been sporting performances by top talent that have attracted record TV audience figures. The Canada vs U.S. gold medal game at the 2022 Winter Olympics, for instance, was one of the most watched hockey games of the year, it showed people that there’s a lot of demand for women’s hockey.
But it’s not all about the TV ratings. It is thanks to professional leagues such as the PWHL (Professional Women’s Hockey League) that players are able to play at an elite level throughout the year. Salaries, increased resources and sponsorships are starting to come in, meaning women’s hockey players are finally getting the attention they’ve been asking for. –
Think about the recent Frosty win that made headlines. Not only are these leagues elevating the game, but they are also making women’s hockey more visible as a whole.
The Fight for Equal Opportunities
Even so, it hasn’t all been smooth sailing. Women’s hockey players have been campaigning for more opportunity, more funding and less discrimination than men for decades. The gender pay disparity in hockey remains a problem, but improvements are happening. Women’s teams have been investing in brand capital from big brands and more media is giving them credit.
Even players have been active advocates. Heroes such as Hilary Knight, Marie-Philip Poulin, and Kendall Coyne Schofield are not only brilliant athletes but also heroes of the movement for equality. They’ve made the case from their platforms because they understand the future of the sport depends on investment.
Inspiring the Next Generation
Perhaps the biggest impact of women’s hockey’s uptick is the edification it gives young girls. Women making it in a once-all-male sport gives the young players something to model their hockey aspirations after. Also booming numbers of grassroots initiatives trying to get more girls on the playing field, due to the visibility of women’s hockey at the highest levels.
Initiatives such as Hockey Canada’s She Can Play campaign and the NHL’s collaboration with women’s leagues are increasing inclusion and development in the game. This movement seeks to remove obstacles in the game that have always been off-limits for girls.
Another big indicator that Women’s hockey is growing is that it is now a category on most betting sites. Many of the biggest betting sites are featured on AskGamblers UK. They are an iGaming review site that rates and ranks sports betting sites, breaking them down so players can see exactly what the sites are like before playing. They now offer women’s sports.
Building Bridges Between Leagues
The single biggest issue in women’s hockey is division. Players have to select between multiple leagues in North America under the Premier Hockey Federation (PHF) or clubs in Europe. There’s no supreme league with all the best players in one place like there is in the men’s NHL. This scattered format makes it hard for fans to track players and follow teams season by season. But there is also work underway towards a more global order.
There are talks of joining leagues together or making alliances between them. The goal? For women’s hockey fans to access female hockey wherever they live, and for players to be rewarded and recognized. A new unified league could bring more TV broadcasts and new fans to the sport. Imagine being able to listen to one major women’s hockey league and they have the best players from around the world. That is visibility and income-boosting.
Also, there’s the business. Sponsors are more inclined to give when there’s a cohesive product to endorse. Big brands are already realizing women’s hockey can be a marketing tool, but a global league offers even more. The potential to tie up with tech, sportswear and even lifestyle brands is huge.
Then again, it’s not easy to assemble these leagues. It’s making something fans will be able to root for, sponsors want to support, and players will feel secure about. Once that ceiling has been shattered, women’s hockey can begin to battle with the rest of the popular sports for attention and dollars, worldwide.
What’s Next for Women’s Hockey?
Women’s hockey is going where no one is expected to go. Now that the PWHL has come along and a lot more media has been paying attention to it, there’s no question that this is a game-changer. There’s talk of opening professional leagues up to more countries, a truly global league on a par with the men’s.
There is also more emphasis on tech and analytics when it comes to preparing and competing for teams. Women’s hockey is getting more technical on the ice which is only good for fans. These analytics are allowing coaches and players to work smarter and play faster and more competitively.
Something else that needs to be looked into, though, is women’s hockey’s financial viability. Things are heading the right way, but long-term funding and players having good careers is still an issue. Sponsorships and partnerships will help the sport stay viable, but so will continued fan support and clamour.
Conclusion
The time for women’s hockey is here. And while there is still much to celebrate, a lot remains to be done before the sport really takes off. Fans and players alike are pushing for a time when women’s hockey will not be an afterthought, but part of the international sports conversation.
If women’s hockey can put their hands on the right equipment and continue tearing down walls, they can take women’s hockey global. The game has stopped being simply about having fun, it’s about bringing opportunities to the next generation and proving hockey can be played by all.
PHOTO CREDIT – PWHL
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