• Loading stock data...
Monday, January 20, 2025

PWHL Differs From WNBA, NWSL With League-Chosen Team Names

  • The PWHL unveiled its six team names Monday.
  • The league chose the new names without team approval or fan surveys.
Marc DesRosiers-USA TODAY Sports

The Professional Women’s Hockey League unveiled its six team names Monday: Minnesota Frost, Boston Fleet, New York Sirens, Victoire de Montreal, Ottawa Charge, and Toronto Sceptres.

During its first season this winter and spring, each team went by the name of its location, like PWHL Minnesota and PWHL Toronto. The league has yet to announce puck drop for next season, but a media consultant for the league confirmed on a conference call Monday it will be earlier than last season’s start date of Jan. 1.

The way the fledgling PWHL selected team names is a bit different from how other leagues do it. The league spoke to general managers and looked through fan comments on social media, but the decisions were ultimately made at a league level among a small group of people. Oftentimes, like in the recent expansions in the WNBA and NHL, teams select their own names, and lean on audience surveys to learn what fans want.

The artwork for each team was due in May, which means all parties involved kept the names and logos under wraps for several months. All general managers and some players gave feedback in the beginning stages of the process, but teams weren’t consulted in the final decision, and didn’t find out their new names until the last few weeks.

Players also weren’t involved, which isn’t necessarily a radical break from tradition. Several team captains told reporters they supported their new team names, even though one said it wasn’t what players had expected. 

Sceptres captain Blayre Turnbull pointed to the league’s success last year despite not having names or logos. Now fans will have even more to “rally behind,” she told reporters—potentially including mascots. “These team names and our logos and colors, they represent more than just our team. They represent our cities and our fans and all the support that we had in Year One,” she said.

Amy Scheer, the league’s SVP of business operations, said the group did run the names by the PWHL’s advisory board, which includes tennis legend and women’s rights advocate Billie Jean King, but the real challenge to picking a name is getting the intellectual property rights in both Canada and the U.S.

https://twitter.com/thepwhlofficial/status/1833126788534292522

The structure of the league is likely the reason for the tight-lipped process. The PWHL doesn’t have individual team governors, but is one central unit collectively owned by investor Mark Walter. It’s a structure more akin to the NWSL than the WNBA, which has individual franchises and owners. Given the setup, the PWHL doesn’t need to consult individual stakeholders about the model for their team. Moreover, all marketing is done at the league level, so that’s where the decisions were made (though activation of the new brands are done by the teams).

The move in some ways breaks precedent. The original WNBA team names were decided collectively by leagues and teams when it was founded in the late 1990s, and for more recent additions like the Golden State Valkyries, the Golden State franchise took input from fans. In a write-in survey conducted by the San Francisco Chronicle and consulted by the team, 25% of respondents had suggested the Valkyries. Several NWSL team names were also decided by the organization or leaned on fan input. This year, the NHL’s new Utah Hockey Club has been outspoken about its fan input on its new team name, sending out a series of surveys to whittle down suggestions.

Kanan Bhatt-Shah, the league’s VP of brand and marketing, said on the call that they gathered input from fans on social media throughout the year, including in YouTube comment sections during live broadcasts. She also said they had “in-depth conversations” with “fans in each market,” but didn’t specify the details of those talks or mention any surveys. A league spokesperson said that included visiting arenas and speaking with fans.

Fans have been reacting to the new team logos online. Two of the logos have been compared (in jest) to existing ones: the Charge’s “C” looks similar to the Calgary Flames and Cleveland Cavaliers logos, some pointed out, while the Sceptres’ “TS” resembles the logo from an old Taylor Swift music video.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

NFLPA exec director Lloyd Howell
exclusive

NFLPA Investigating Own Role in OneTeam Amid Corruption Allegations

Employees were told about the investigation in a letter obtained by FOS.
Grant House and about 50 former and current athletes met at the College Football Playoff to discuss organizing efforts.

Players at the CFP Championship Are Talking About Unionizing

“It’s really just about our voices being heard,” one player said.

Unrivaled’s Impeccable Timing Pressures WNBA to Give Players More

The league could “blow the lid off” the business of women’s sports.

Wisconsin Accuses Miami of Tampering in Xavier Lucas Transfer

Cornerback Xavier Lucas announced his departure without going through the transfer portal.

Featured Today

Notre Dame Fighting Irish quarterback Riley Leonard and running back Jeremiah Love celebrate a touchdown during the first half of a game against the Indiana Hoosiers in the first round of the College Football Playoff.

Notre Dame Found a Title-Worthy NIL Formula. Now It Has to Pivot

Its title run was buoyed by a collective that no longer exists.
Jan 17, 2025; Miami, FL, USA; Dearica Hamby (5) of the Vinyl reaches for the ball as Azura Stevens (23) of the Rose follows on the play during the second half of the Unrivaled women’s professional 3v3 basketball league at Wayfair Arena.
January 17, 2025

Inside Unrivaled’s Explosive Opening Night

The 3-on-3 league went big for its season opener in Miami.
Baseball for All founder Justine Siegal walks in front of the over 400 young players participating in her league during the opening ceremony for an organization focused on giving girls an opportunity to play baseball, at Hohokam Stadium in Mesa, Ariz. on Wednesday, July 20, 2022. Baseball For All 15 Mar 30, 2023; Miami, Florida, USA; Miami Marlins general manager Kim Ng walks on the field prior to the game against the New York Mets at loanDepot Park.
January 17, 2025

Can a Professional Women’s Baseball League Launch in Softball’s Shadow?

The biggest hurdle to the WPBL’s success may be its closest kindred.
Showboats’ Daewood Davis (2) celebrates after scoring a touchdown during the UFL game between the San Antonio Brahmas and Memphis Showboats in Simmons Liberty Bank Stadium in Simmons Bank Liberty Stadium in Memphis, Tenn., on Saturday, April 6, 2024.
January 15, 2025

The UFL Is Primed for Success—If It Can Resist Its Impulse for..

The spring football league must buck temptation if it wants to succeed.
Sponsored

The Most Expensive College Football National Championship

Ohio State–Notre Dame is generating record purchase prices, according to TickPick data.
Aug 28, 2023; Flushing, NY, USA; Learner Tien of the USA hits to Frances Tiafoe of the USA on day one of the 2023 U.S. Open tennis tournament at USTA Billie Jean King National Tennis Center.
January 17, 2025

Australian Open Upsets Signal New Era in Men’s Tennis

Learner Tien beat Daniil Medvedev in the third round.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
January 17, 2025

Unrivaled’s Bold Business Plan for Women’s Basketball Debuts in Miami

The new 3-on-3 league begins Friday night on TNT.
Feb 17, 2024; Pacific Palisades, California, USA; Patrick Cantlay on the eighteenth hole during the third round of The Genesis Invitational golf tournament at Riviera Country Club.
January 17, 2025

PGA Tour Moves $20M Tournament Out of Los Angeles Due to Fires

The $20 million tournament will still be played in February.
Sep 10, 2024; Los Angeles, California, USA; LA Sparks forward Dearica Hamby poses with daughter Amaya before the game against the Connecticut Sun at Crypto.com Arena
January 17, 2025

Unrivaled Is Built for Its Mom Athletes With On-Site Nannies

Childcare during practice and games is a perk of the new league.
Oct 16, 2024; Minneapolis, Minnesota, USA; New York Liberty forward Breanna Stewart (30) shoots as Minnesota Lynx forward Napheesa Collier (24) defends during the second half of game three of the 2024 WNBA Finals at Target Center.
January 16, 2025

Unrivaled Tips Off: New Women’s League Bets Big on WNBA Stars

Unrivaled is a 3-on-3 women’s professional basketball league.