The PWHL will unveil redesigned jerseys for the 2024-25 season, the league announced Thursday.
This development is part of the league’s newly expanded partnership with Bauer Hockey. The equipment company — which is one of the league’s current equipment partners — will be the PWHL’s first official jersey partner, responsible for official games and replica jerseys for the league’s six teams . The multi-year agreement will begin with the 2024-25 season.
Ahead of its inaugural season, the PWHL unveiled temporary jerseys adorned simply with the market name diagonally across the sweater. The lack of names and logos caused some consternation among fans, but league executives said the team’s branding was too important to rush into.
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While details on names and logos are being kept under wraps by the PWHL, the new Bauer jerseys will have a completely new look. Team names and logos are currently “in the works” and will be officially revealed when ready, according to Jayna Hefford, PWHL senior vice president of hockey operations.
“It’ll be something new that I think the fans will be really excited about and we’ve been working hard on it,” Hefford said.
“Fans can expect elevated design and more passion, and more in terms of what will be included on the jerseys,” said Mary-Kay Messier, vice president of global marketing for Bauer Hockey. Athleticism.
What the jerseys look like and when they will be available has not yet been announced. Beyond replica jerseys, Messier said Bauer will also look to release apparel for fans.
The expanded partnership with Bauer was months in the making, Hefford said, with strong demand from a number of groups who wanted to get involved as the PWHL’s exclusive jersey supplier. Ultimately, Bauer was the right man.
“The fact that we can bring on an exclusive partner is really a testament to where we are, the success we’ve had and the value we bring to a partner like Bauer,” Hefford said. “Bauer obviously has a very rich history in the game. So to be able to work alongside a group like that, who continue to invest in women’s football and who have a priority of growing the game, I the impression that there is a very strong alignment for us.
An important part of Thursday’s announcement is that a portion of replica jersey sales will be put back into the game and help create and support a program designed to introduce more girls to hockey. It will be a new program — separate from Bauer’s “Grow the Game” and “First Shift” initiatives — that is expected to launch next season with all six teams in the league, Messier said.
“This is a commitment from both partners and an understanding of the importance of continuing to increase participation, not only for the growth of hockey in general, but also for the growth of the PWHL and the creation of more opportunities for girls and women in hockey. » said Messier. “So we have agreed to take a portion of the partnership funds, which will come from royalties from replica and apparel sales, and put it into a fund to help design a specific program around the PWHL.
“It’s super exciting to know that this (partnership) is about fans and participation. This really seems to be at the heart of the values of hockey and the growth of the community.
(Photo: Maddie Meyer/Getty Images)