Air Canada announced a partnership with the new Professional Women's Hockey League (PWHL) ahead of its season opener on 01JAN 2024. The collaboration marks Air Canada as the Inaugural Premier Partner of the PWHL and the Official Airline for the league's first six teams.
"To partner with the PWHL and be part of this historic moment in hockey history is incredibly exciting and meaningful to all of us at Air Canada," said Andy Shibata, VP of Brand at Air Canada.
"As Canada's national carrier, and a longstanding supporter of Canadian sports, this partnership reflects the love we share with our customers for hockey, as well as our work in championing gender equality in the aviation industry."
Amy Scheer, SVP of Business Operations at PWHL, added, "We're delighted to team up with Canada's national carrier as an Inaugural Premier Partner and Official Airline to the PWHL."
"We feel privileged to fly with Air Canada, a connection that reflects our shared values and the enormous potential for the league, its players and our future stars, as we take the sport to new heights."
Air Canada is also celebrating the partnership with a new ad campaign, "We All Fly," alongside Canadian hockey legend Mélodie Daoust, which premiered ahead of each PWHL home opener. AC was also granted official jersey branding rights for Montreal's PWHL team.
As part of the PWHL partnership, Air Canada was granted intellectual property (IP) rights for all six PWHL teams in Boston, Minnesota, Montreal, New York, Ottawa, and Toronto, the PWHL itself, broadcast, in-venue, and in-market assets, as well as official jersey branding rights for Montreal's PWHL team.
The PWHL deal also builds on Air Canada's prior partnerships in professional women's hockey and women's sports, including the Women's National Basketball Association (WNBA) and the professional women's soccer league in Canada.
In addition, AC will host a local girls' junior hockey team at each historical PWHL home opener in Canada.
Air Canada is the official airline to all seven Canadian NHL teams, the Toronto Raptors and Team Canada.
The airline rewards fans with unique VIP NHL and NBA experiences through its yearly Air Canada Fan Flight program.