The 2026 Olympics attracted hockey enthusiasts anticipating the return of NHL players, but it was the Professional Women’s Hockey League (PWHL) that stole the spotlight and garnered a new wave of fans. During the games, Team Canada’s Marie-Philip Poulin, also leading the Montreal Victoire, established an all-time Olympic goal-scoring record, while Sarah Fillier, Emily Clark, and Claire Thompson gained widespread recognition.
Since then, ticket and merchandise sales have surged, and excitement surrounding PWHL rising stars continues to grow, according to Cheri Bradish, the director of the Future of Sport Lab and Sport Initiatives at Toronto Metropolitan University. The PWHL has set new attendance records in both the U.S. and Canada, with significant fan turnouts at Madison Square Garden and the Bell Centre.
The league reports a projected 70% increase in ticket sales compared to the previous season, along with a 101% surge in merchandise sales in February. Additionally, the league’s 61 Olympians collectively gained 760,000 new social media followers.
Following the Olympic success, players like Hilary Knight and Sarah Nurse have made appearances on mainstream platforms, further boosting the league’s visibility. The introduction of new expansion teams, such as the Seattle Torrent and Vancouver Goldeneyes, has propelled the league to new attendance heights.
With the increased exposure on social media and endorsements from notable figures, the PWHL seems poised for sustained success. However, there are discussions about revising the league’s pay structure to retain talent and enhance the brand’s competitiveness among other women’s leagues.
While negotiations for salary adjustments are underway, Bradish emphasizes the league’s potential for growth and the importance of adapting the ownership model to support higher player salaries. As women’s sports gain value globally, the PWHL’s future trajectory remains promising, with plans for expansion into new cities and strategic initiatives on the horizon.