Saturday, December 30, 2023
Air Canada has revealed an unprecedented collaboration with the inaugural season of the Professional Women’s Hockey League (PWHL), setting a groundbreaking partnership in motion before the league’s kickoff on January 1, 2024. This groundbreaking alliance designates Air Canada as the Inaugural Premier Partner of the PWHL and the Official Airline for the league’s first six teams. This move underscores the airline’s profound dedication to hockey and its commitment to showcasing the finest facets of Canada on a global scale.
Expressing enthusiasm for this collaboration, Amy Scheer, Senior Vice President of Business Operations at PWHL, remarked, “We are thrilled to join forces with Canada’s national carrier as an Inaugural Premier Partner and Official Airline for the PWHL. Partnering with Air Canada resonates deeply with our shared values and underscores the immense potential for our league, its players, and our budding talents as we elevate the sport to unprecedented heights.”
“We’re delighted to team up with Canada’s national carrier as an Inaugural Premier Partner and Official Airline to the PWHL,” said Amy Scheer, Senior Vice President of Business Operations, 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.”
To commemorate this historic affiliation, the airline is launching an inspiring ad campaign titled “We All Fly.” This campaign will feature a group of aspiring PWHL athletes alongside Canadian hockey luminary Mélodie Daoust and will debut before each PWHL home game.
As part of this partnership, Air Canada gains intellectual property (IP) rights for all six PWHL teams in Boston, Minnesota, Montreal, New York, Ottawa, and Toronto, including rights for league branding, broadcast, in-venue assets, and official jersey branding specifically for Montreal’s PWHL team. Air Canada will also offer travel support for the league and its players and will actively promote and celebrate the PWHL and its rising stars across various marketing and communication platforms.
This collaboration adds to Air Canada’s existing partnerships within professional women’s hockey and women’s sports, including ties with the Women’s National Basketball Association (WNBA) and the upcoming Project 8 professional women’s soccer league in Canada. Additionally, in line with its commitment to fostering the future of women’s hockey, Air Canada will host a local girls’ junior hockey team during each momentous PWHL home opener in Canada, starting with January 1 in Toronto, January 2 in Ottawa, and January 13 in Montreal.
Air Canada’s deep-rooted passion for sports and its mission to spotlight the best of Canada globally extend to its role as the official airline for all seven Canadian NHL teams, the Toronto Raptors, and Team Canada. Through initiatives like the annual Air Canada Fan Flight program, the airline continues to reward dedicated fans, granting them exclusive VIP NHL and NBA experiences. This program stands as a testament to the airline’s commitment to giving back to the community and honoring the fervor of sports enthusiasts throughout North America.
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