DETROIT – The Professional Women’s Hockey League (PWHL) unveils the Detroit Clutch as one ofthe league’s four new expansion teams set to debut with the 2026-27 season. The new PWHL team’s brand identity features a name and logo built with the spirit and history of Metro Detroiters, while connecting to the broader identity of the PWHL.
Clutch brings together Detroit’s rich legacy of automotive innovation and the defining moments in sports when teams deliver under pressure. Together, the name reflects a city built by people who set ideas into motion, and a team who embraces the relentless pursuit of progress.
The circular logo references a wheel and automotive clutch, with the wordmark in chrome, Art Deco-inspired typography. Rhythmic vinyl lines sit within the wheel, a nod to Motown’s enduring influence. The team’s primary color palette of motor black, clutch chrome, hot white, and racing red reflect the performance precision and resilient grit of Detroit.
“I was blown away. The double meaning of the logo and brand is cool and going to be perfect for our team,” said Daryl Watts, Detroit Clutch forward. “I already love the jersey; the metallic silver pops off and catches your eye. Overall, the brand represents the area really well and speaks to Motor City. I hope fans really like it.”
“We were inspired to create an identity that naturally represented both Detroit’s deep-rooted automotive legacy and hockey culture together, and that spoke to the strength, grit, and maker mentality of Detroit as a city and community,” said Amy Scheer, PWHL Executive Vice President, Business Operations. “It was fan determination that brought a PWHL team to Detroit, showing up season after season for women’s pro hockey, and we worked to capture that spirit with the Detroit Clutch, an identity that has been a long time coming for Hockeytown.”
Drawing on community inspiration, women-led PWHL design teams were at the helm of the process to develop the Detroit Clutch identity, creating the full brand including the name, colors, and logo. As part of today’s launch, the PWHL also unveiled the brand identities of the three other expansion teams debuting for the 2026-27 season: Hamilton Havoc, San Jose Sea Lions, and Vegas Vanguards. All four cities were announced as PWHL expansion markets in May 2026.
Team merchandise featuring the new brand is available now at the PWHL Online Shop, opens in a new tab and at the team store at Little Caesars Arena, opening today at 10:30 a.m. Fans can also experience the meaning behind the new team identity through launch videos and more on Detroit’s social media channels and the new team website.
Catch the Clutch at their Home Opener on Saturday, December 12 at 12 p.m. ET at Little Caesars Arena where they host the New York Sirens. Season Ticket Memberships, Premium Season Ticket Memberships, Partial Season Ticket Packages, and Single Game Tickets are available now on Ticketmaster.
The Detroit Clutch debut on PWHL Opening Weekend on the road at fellow expansion club, the Vegas Vanguards, on Sunday, December 6 at 5 p.m. PT at T-Mobile Arena.
