PWHL proves just as much of a hit off the ice as on it
Finding an area the PWHL had more success than on the ice itself through its first three months is no small feat.
The game that remained for too long a niche sport jumped into the professional public forum and played out probably better than anybody could have hoped.
The speed was there. The skill was there and perhaps most surprising to all involved or looking on, the physicality was there in spades.
The physicality in particular broke down barriers among one segment of sports fans who perhaps previously didn’t give women’s hockey much of a thought.
But if there is one area where the inaugural season of the PWHL has even surpassed its on-ice success, it’s been the success it has had luring fans.
From the get-go, this league has been a success story at the gate as much as it has been on the ice.
Demand for PWHL tickets has been at a premium in four of the league’s six markets.
All three Canadian cities — Toronto, Ottawa and Montreal — as well as PWHL Minnesota have set, or in one case, will set records.
It’s been a tougher sell in New York and Boston, where the two teams play in markets outside the actual two cities they are named for, but that too is being closely examined with change likely.
Ottawa was the first to hit the record books as it expanded seating capacity at the TD Arena in Ottawa to set a new North American record for attendance at a professional women’s hockey game, drawing 8,318 to its home opener against Montreal on Jan. 2.
Exactly four days later at the Excel Energy Centre in St. Paul, Minn., home to both the NHL’S Minnesota Wild and PWHL Minnesota, that record was shattered.
Again with Montreal as the visitor, a new record for attendance at a professional women’s hockey game was set as 13,316 came through the turnstiles and saw the local side emerge victorious in its home opener, defeating Montreal 3-0.
That mark stood a little longer than the four days the Ottawa record held on for, but it too would fall.
It was about three weeks into the season when the league announced a scheduled PWHL game at Mattamy Arena between Montreal and Toronto would be moved to Scotiabank Arena, where the Maple Leafs play.
That Feb. 16 game sold out in minutes once the tickets went on sale. The official number for attendance that night was 19,285.
Again the visitor was PWHL Montreal, so it was only fitting that in the aftermath of this particular game, the obvious question was when would Montreal gets its own crack at the record. Playing in Verdun for the majority of its home games where capacity is just over 4,100, that wouldn’t be possible. Montreal played a few games at Place Bell, but that building of just over 10,000 seats wouldn’t do the trick either.
The hope that night, and based on a few knowing looks from those privy to such information, a very good bet, was a game for the Bell Centre, home of the NHL’S Montreal Canadiens.
Just over a month after Toronto set the new mark, the league announced the Bell Centre would in fact host a PWHL Montreal game. In just 20 minutes once tickets went on sale, the league confirmed a fourth attendance record would be set in the inaugural season.
Montreal will host Toronto on April 20 with a sellout crowd of 21,105 on hand at the Bell Centre.
While final viewership numbers aren’t expected until the end of the season, the league opener at Mattamy on Jan. 1 between PWHL Toronto and PWHL New York drew almost three million viewers as the first game in league history was carried on CBC, TSN and Sportsnet.
As PWHL Toronto head coach Troy Ryan pointed out afterward, that was more than the number that watched his most recent gold-medal game at the Olympics with Team Canada.
When the league wasn’t shattering attendance marks or dispeling myths that women’s professional sports wouldn’t catch on, it was busy getting a foothold in potential expansion markets like Detroit and Pittsburgh.
While it’s true the league has no interest in expanding any time soon, that didn’t stop it from hosting games in NON-PWHL cities like Detroit and Pittsburgh in what the league coined “Takeover Weekend.”
The Detroit game, featuring Ottawa and Boston, drew 13,736 to Little Caesars Arena.
Pittsburgh, the following day, featured PWHL Montreal and PWHL Toronto and drew 8,850 at PPG Paints Arena. Both cities will be in contention for franchises when the league expands in a few years’ time.
Year 2 could even see some new venues introduced.
PWHL Toronto adores its home rink, the Mattamy Athletic Centre, but has been sold out since tickets first went on sale. With a capacity of just 2,600, there’s plenty of talk of moving to a larger venue next season, but there are hurdles to overcome there too.
The potential for even more growth and more success for the PWHL right now is unlimited. The secret to sustained success though is growing and expanding at just the right pace.
All of that will factor in to how soon the league decides it has outgrown its current venues.