Women's Hockey League Soars After Olympic Success

The PWHL aims to become the first sustainable professional women's hockey league following a breakout performance at the 2026 Winter Olympics.

Apr. 4, 2026 at 1:48pm

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The Professional Women's Hockey League (PWHL) has seen a surge in popularity and growth after the 2026 Winter Olympics in Milan, where women's hockey set viewership records. The league, which launched in 2023, is privately funded by billionaire Mark Walter and has attracted major sponsors and media deals. With 61 PWHL players representing national teams at the Olympics, the league is positioning itself to capitalize on the increased interest and attention around the sport.

Why it matters

Women's hockey leagues have historically struggled to find long-term success, but the PWHL is aiming to change that. The league's growth and ability to retain top talent could help solidify women's hockey as a viable professional sport in North America, inspiring the next generation of players and fans.

The details

The PWHL has seen significant attendance growth, setting multiple league records, including a sellout of over 17,000 fans at Climate Pledge Arena in Seattle. Merchandise sales and digital engagement have also spiked since the Olympics. The league is now looking to secure more lucrative media rights deals and expand to new markets, with plans to add up to four new teams next season.

  • The PWHL launched in August 2023 and played its first game on January 1, 2024.
  • The 2026 Winter Olympics in Milan featured a U.S.-Canada gold medal game that set viewership records.
  • The PWHL set a new U.S. arena record with 17,335 fans at Climate Pledge Arena in Seattle on February 27, 2026.
  • The PWHL saw a 20% increase in total attendance through 71 games of the 2025-2026 season compared to the previous season.
  • In March 2026, the PWHL signed a deal with Scripps Sports to broadcast the league's Walter Cup Finals on Ion, marking the first time the league will be aired across the U.S. on a linear network.

The players

Jayna Hefford

Executive vice president of hockey operations for the PWHL, who won five Olympic medals playing for Team Canada.

Mark Walter

Billionaire Guggenheim Partners co-founder and CEO, who is the private funder of the PWHL.

Stan Kasten

Los Angeles Dodgers president and CEO, and a member of the PWHL advisory board.

Amy Scheer

PWHL executive vice president of business operations, named to the 2026 CNBC Changemakers list.

Laura Stacey

President of the PWHL players' association, who has won two Olympic gold medals playing for Canada.

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What they’re saying

“Every Olympic year, there would be some boost in excitement and interest around the women's game. When I think about where we are now, it's sort of exponential from that.”

— Jayna Hefford, Executive vice president of hockey operations, PWHL

“Right then, we talked about it: it's going to require extra budget, it's going to require extra people, let's get a facility in Milan and prepare to take sponsors, investors, and a world of assembled media who are all seeing the foremost women's hockey league in the world for the first time.”

— Stan Kasten, President and CEO, Los Angeles Dodgers

“It's great to see the numbers today, but the hard work actually starts now. We've got these fans, we've got these new followers, we've got this attention, now what do we do with it?”

— Amy Scheer, Executive vice president of business operations, PWHL

“The fact that now we get to play all year long, every single year in an incredible league, and then every four years, players who are at the top of their game get a chance to represent their countries at the Olympics and then come back and still have this professional league behind them, it's just incredible.”

— Laura Stacey, President, PWHL players' association

“We've had every version [of a league], and they all have not worked out for many various reasons until now. But none of that was even close to where we're at now. So for us, it's like we're here. We've made it. This has been created now. We need to do whatever we possibly can to make sure that this is bigger, better, stronger when we all leave.”

— Laura Stacey, President, PWHL players' association

What’s next

The PWHL is looking to secure more lucrative media rights deals and expand to new markets, with plans to add up to four new teams next season.

The takeaway

The success of the PWHL following the 2026 Winter Olympics highlights the growing popularity and viability of women's professional hockey. The league's ability to capitalize on this momentum and continue expanding its fanbase, media coverage, and player compensation could help solidify women's hockey as a sustainable professional sport in North America.