PWHL Second Season Delivers Major Gains In Fans, Sales, And Reach
ST PAUL, MINNESOTA - MAY 26: Maddie Rooney #35 of the Minnesota Frost hoists the Walter Cup after ... More the Minnesota Frost defeated the Ottawa Charge 2-1 to win the Championship at Xcel Energy Center on May 26, 2025 in St Paul, Minnesota. (Photo by)
The Professional Women's Hockey League (PWHL) has announced historic growth following the conclusion of its second season, citing major gains across attendance, merchandise sales, digital engagement, and corporate partnerships. With the addition of expansion teams and increased community engagement, the league has taken significant steps in scaling professional women's hockey in North America and globally.
The 2024–25 PWHL season welcomed a total of 737,455 fans across 102 games, representing a 52.5% increase over the league's inaugural season attendance of 483,530 (85 games).
Average attendance also rose 27%, from 5,689 to 7,230 spectators per game. Since its inception, the PWHL has drawn a cumulative 1,220,985 attendees over two seasons, underscoring growing interest in the sport.
'This season, fans from every U.S. state and every Canadian province and territory caught a PWHL game, a remarkable moment for professional women's hockey,' said Amy Scheer, PWHL Executive Vice President of Business Operations.
TORONTO, ON - JANUARY 1: Fans hold signs before Toronto plays New York in their PWHL hockey game at ... More the Mattamy Athletic Centre on January 1, 2024 in Toronto, Ontario, Canada. (Photo by)
The league's PWHL Takeover Tour™ brought nine neutral-site regular-season games to new markets, attracting 123,601 fans. A Vancouver game at Rogers Arena recorded a sellout crowd of 19,038, the fourth-largest single-game audience in PWHL history. In Detroit, 14,288 fans set a new U.S. record for PWHL game attendance at Little Caesars Arena, marking the moment the league surpassed one million cumulative fans.
Merchandise sales reflected 100% year-over-year growth, driven by the launch of official team names and logos, and new branded collections, including collaborations with Barbie, Peace Collective, and lululemon.
The league's partnership portfolio expanded by 50%, adding brands such as Ally, Bravado, EA Sports, Factor Meals, Intact Insurance, Midea, and SharkNinja to its growing roster of corporate supporters.
TORONTO, CANADA - MAY 9: A fan's custom Toronto Sceptres shoes are seen before Game Two of the First ... More Round of the 2025 PWHL Playoffs between the Minnesota Frost and the Toronto Sceptres at Coca-Cola Coliseum on May 9, 2025 in Toronto, Ontario, Canada. (Photo by)
Digital engagement surged, with social media interactions across platforms including X, Instagram, TikTok, and YouTube increasing by 68% from the first season. Live games were streamed in 106 countries, up from 88, and the redesigned PWHL.com website attracted more than 20 million views from users in over 150 countries.
'Season Two has been nothing short of historic,' said Jayna Hefford, PWHL Executive Vice President of Hockey Operations. 'From our inaugural Takeover Tour to the announcement of new expansion teams in Seattle and Vancouver, the growth and energy around the league are undeniable.'
Toronto Sceptres forward Natalie Spooner greets fans at the beginning of a Professional Women's ... More Hockey League game against the Boston Fleet at the Coca-Cola Coliseum in Toronto, Canada, on February 14, 2025. Toronto prevails in the match by a 3-1 final score. (Photo by Mike Campbell/NurPhoto via Getty Images)
The PWHL also deepened its connection to fans and players through Unity Games, which celebrated events such as Black History Month, Women's Empowerment Month, Pride, Indigenous Heritage, Mental Health Awareness, and Community Hockey Heroes.
Each game featured custom artwork by community artists, and included special programming, in-game tributes, and collaborations with local and national organizations. These events showcased the league's commitment to representation, inclusion, and using the platform of professional sports to highlight diverse voices and causes.
At the grassroots level, the league launched its first Fantasy Camp in Toronto in January, an immersive experience that allowed adult fans to train, compete, and engage with PWHL athletes and staff, providing a rare insider perspective on the life of a professional hockey player.
In April, Minnesota hosted the inaugural PWHL Breakthrough Cup powered by PLAY Hockey, the league's first girls' hockey tournament. The event brought together teams of all ages and skill levels to compete, connect, and celebrate the game, reinforcing the PWHL's commitment to developing the next generation of female hockey playersand strengthening the sport's pipeline from youth to professional levels.
As the PWHL prepares for its third season, including the introduction of expansion teams in Seattle and Vancouver, the league continues to lay the foundation for sustainable growth, increased visibility, and long-term success in professional women's sports.
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By methodically building the platform breadth and depth, HUBS is now gaining traction upmarket, which is key to sustaining mid-to-high teens growth over the medium term. HUBS is also building a more robust partner network, which is further accelerating upmarket traction.' Looking ahead, and specifically looking at HubSpot's use of AI to chart a new path ahead, the Cantor analyst remains upbeat, adding to his comments above, 'HUBS' organically built platform is well-positioned to leverage AI and strengthen its competitive edge. Breeze AI is already driving higher Content Hub attach rates (tripled y/y in 1Q). Further, we think Breeze will play an important role in unlocking Service Hub traction, which is critical to HUBS' next leg of growth.' Unsurprisingly, VanVliet rates HUBS stock as Overweight (i.e., Buy). His price target, set at $775, indicates room for an upside potential of 28.5% on the one-year horizon. 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