PWHL Touts Single-Entity Model to Potential Sponsors
Business operations chief Amy Scheer said centralized control of all 12 teams gives prospective partners more room to shape leaguewide campaigns.
Centralized control of all 12 PWHL teams gives sponsors broader latitude to build leaguewide campaigns, executive vice president of business operations Amy Scheer said during a Brandweek panel.
Adweek reported the remarks from a panel co-hosted with Scripps. Scheer said league control over every club allows ideas to be considered without many of the restrictions sponsors might encounter in separately owned leagues.
Scheer also argued that brands can build positive associations by reaching supporters in settings they value. The panel also included Scripps Sports executive Sherry Pitkofsky, broadcaster Suzy Kolber and Olympic champion Sanya Richards-Ross.
The PWHL will have 12 teams in 2026-27 after adding Detroit, Hamilton, Las Vegas and San Jose to its eight existing markets.
- adweek.com/brand-marketing/womens-sports-are-creating-a-new-playbook-for-brand-partnerships↗
- thepwhl.com/en/news/2026/september/09/pwhl-and-scripps-sports-announce-national-us-television-partnership-for-2026-27-season↗
- thepwhl.com/en/news/2026/may/27/pwhl-announces-2026-expansion-player-distribution-process↗
