Photo: PWHL
Ahead of the league’s opening on January 1st, the Women’s Professional Hockey League (PWHL) is partnering with Air Canada to share Air Canada’s love of hockey and its commitment to showcasing the best of Canada on the world stage. We have formed a partnership to emphasize this.
The agreement designates Air Canada as the PWHL’s inaugural premier partner and the official airline of the league’s first six teams.
“This collaboration represents a shared passion for hockey and a joint effort to champion gender equality in the aviation industry,” the PWHL release states.
Andy Shibata, Air Canada’s vice president of brand, expressed his enthusiasm for the announcement.
“Partnering with the PWHL and being a part of this historic moment in hockey history is incredibly exciting and meaningful to all of us at Air Canada. As supporters of the airline industry, this partnership reflects the love we share not only for our hockey customers, but also for our commitment to championing gender equality in the aviation industry. ”
Amy Scheer, PWHL’s senior vice president of business operations, agreed: “We are pleased to partner with Canada’s national carrier as PWHL’s first premier partner and official airline. Air Canada I feel honored to be on board.” This connection reflects the values we share and the great potential for the league, its players and future stars as we take our sport to new heights. ”
To celebrate this partnership, Air Canada will launch an inspirational advertising campaign titled “We All Fly.”
The campaign will feature a group of aspiring PWHL players alongside Canadian hockey legend Melody Doust and will premiere before each PWHL home opener.
Under the terms of the partnership, Air Canada will acquire the intellectual property rights to all six PWHL teams, including teams in Boston, Minnesota, Montreal, New York, Ottawa and Toronto.
The deal includes PWHL intellectual property, broadcast rights, in-venue and in-market assets, as well as branding rights to the official jerseys of Montreal’s PWHL team.
Air Canada will provide essential travel support to the league and its players and will actively promote the PWHL and its emerging stars across its marketing and communications channels.
