The PWHL will unveil redesigned uniforms for the 2024-25 season, the league announced Thursday.
The development comes as part of the league's newly expanded partnership with Bauer Hockey. The equipment company, one of the league's current equipment partners, will serve as the PWHL's first official jersey partner and will be responsible for official game and replica jerseys for the league's six teams. The multi-year contract begins in the 2024-25 season.
Ahead of its first season, the PWHL released a temporary jersey that simply features the market's name diagonally across the sweater. The lack of a name or logo caused some upset among fans, but league executives said team branding was too important to rush into.
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The new Bauer jersey will have an entirely new look, although name and logo details are being kept secret by PWHL. PWHL senior vice president of hockey operations Jayna Hefford said the team name and logo are currently “under consideration” and will be officially announced when they are ready.
“I think it's going to be something new that fans will be really excited about, and we've been working hard on that,” Hefford said.
“Fans can expect a higher level of design and passion in terms of what goes into their jerseys,” said Mary Kay Messier, vice president of global marketing for Bauer Hockey. The Athletic.
No word yet on what the jersey will look like or when it will be released. In addition to replica jerseys, Messier said Bauer is also considering releasing apparel for fans.
Hefford said the expansion of the partnership with Bauer took several months due to high demand from many organizations who wanted to be involved as the PWHL's exclusive jersey provider. In the end, Bauer was the right choice.
“The fact that we were able to bring on an exclusive partner reflects where we are today, what we have been successful with, and how we are able to bring on partners like Bauer. It speaks to the value we bring,” Hefford said. “Bauer obviously has a very rich history in the game. So to be able to continue to invest in the women’s game and work with a group like this who has made the growth of the game a priority is huge for us. I feel like there is a strong collaboration.”
A key part of Thursday's announcement is that a portion of the proceeds from the sale of the replica jerseys will go back into the game and help create and support programs that introduce more girls to hockey. Messier said this is a new program separate from Bauer's Grow the Game and First Shift initiatives that will begin next season with all six teams in the league.
“This is a commitment from both partners and how important it is that we continue to increase participation, not only for the growth of hockey in general, but also for the growth of the PWHL and creating more opportunities for girls and women in hockey. ,” Messier said. “So we decided to take a portion of the funding from royalties from replica and apparel sales through the partnership and put it into a fund to help design specific programs around PWHL. Agreed.
“It's very exciting to know that this (partnership) is part about fans and part about participation. It feels like it's at the core of hockey's values and community growth.”
(Photo: Maddie Meyer/Getty Images)
