Work that began several months ago with the notion that, at the PWHL, “joy is a competitive advantage,” has reached its conclusion with the release of the league’s latest brand campaign.
Here’s the minute-long version:
The campaign is the league’s boldest and brightest yet, shining a spotlight on the joy, energy and unmistakable connection between players and fans that the PWHL is infused with.
To generate this magic, 40 players from all eight teams came together in Toronto during the offseason to film the spots. In contrast to previous years, when the tone leaned moodier, grittier and more focused on the on-ice product, this year’s campaign “takes the helmet off.” The PWHL wants fans to know the players, not just watch them. The creative direction leans into color, light, personality, and the magic that happens when players and fans build something together. With a social-first, culturally relevant audience increasingly defining the league’s societal footprint, the visuals are intentionally big, vibrant and dynamic.
One of the campaign’s defining features is its use of UGC and mixed media, much of it submitted directly by fans. It reframes the league through the eyes of its most passionate community members, who have organically turned small moments into league folklore. The knitted sweater gifted to Marie-Philip Poulin by a fan makes an appearance both from the league’s perspective and the fan’s, emphasizing the two-way relationship that makes the PWHL unique.
There are also some beautiful “player cards” that take a starring role in the spot and smoothly create a bridge from the past to today. They nod to the posters and trading cards that lined bedroom walls for generations of sports fans but are remixed for the digital-native fans who love the PWHL.
Ultimately, the 2025-26 PWHL brand campaign does more than celebrate the league; it celebrates the community powering it. It’s a statement of identity, a promise of what’s ahead, and an invitation to all to come join the fun.