During the second season of the Professional Women's Hockey League (PWHL), the Boston Fleet have faced challenges with attendance at their home games, trailing significantly behind Canadian teams. The Fleet, playing at UMass Lowell’s Tsongas Center, have reported average attendance figures of 4,260 fans per game, which is substantially lower than the league's average of 6,062 fans and puts them with the second-lowest attendance record across the league.
League officials, including PWHL executive vice president of business operations, Amy Scheer, are not alarmed by these figures at this stage but are focused on finding ways to stimulate growth and define the Fleet's place within the competitive North American sports ecosystem. "What people have to keep in mind is we’re only two years old, and with every game we learn something new," Scheer commented.
To gather audience data and attract new fans, two upcoming Fleet games are scheduled at Boston University's Agganis Arena. The games, set to occur on March 8 against Montreal and March 26 against Toronto, are already sold out, utilizing the 6,150-seat venue as part of efforts to test market responsiveness.
Despite the venue's success, Scheer clarified, "We’re not considering any relocation; rather, we see these games as opportunities to test and learn. We're assessing where we fit within each market and determining what’s best for the team." The Fleet's current challenges are compounded by logistical issues, as their venue requires fans to travel approximately 50 minutes from downtown Boston, often extending to two hours during peak traffic times. This makes weekday game attendance particularly difficult, as reflected by average figures of 3,956 fans on those nights—far less than the 5,018 who attend on weekends.
The Fleet's only sellout this season took place on February 16, where 6,032 fans turned out to witness the team's 4-2 victory over Minnesota. General Manager Danielle Marmer acknowledged the difficulty of drawing Boston's local sports fans, noting historical patterns of low attendance for area teams like the Lowell Lock Monsters. Those teams averaged fewer than 2,500 fans during their last season before moving from Lowell.
"Boston presents both opportunities and challenges," Marmer stated. "The city possesses passionate sports fans, yet it's also saturated with teams vying for their attention. The Fleet aims to cultivate loyalty among fans who prioritize women’s sports before traditional men’s teams." Indeed, many of the current Fleet fans possess limited experience with hockey and are often found learning the rules during intermissions or sharing insights about the game with friends.
The Fleet have made deliberate efforts to engage fans from areas such as southern Maine, New Hampshire, and the North Shore, hoping to draw audiences more effectively. With many locally affiliated players on the roster who played college hockey nearby, the connection to the Boston area is significant, and flocks of alumni fans resonate strongly with the team’s mission. Jerseys adorned with the names of local stars like Aerin Frankel and Alina Muller are hot sellers at games.
This familiarity with the sport aids PWHL’s decision-making process to expand the league’s reach. League officials hope to leverage interest from these local networks to solidify support in Boston, and Mayor Michelle Wu has been outspoken about the importance of women’s hockey. "We talk about our fan base, seeing how it evolves and if we can continue to sell out and grow steadily. Boston is already familiar territory for hockey, making women's hockey integral to our strategy here," Marmer explained.
Even amid these developments, leagues and teams are still figuring out optimal venues. Notably, teams like New York, Montreal, and Toronto are changing venues after inconsistencies on attendance metrics during their initial season, with New York relocating to the Prudential Center to solidify its base. Agreement on secondary venues remains high with Pittsburgh and Toronto taking significant steps to capitalize on their respective fan bases.
According to Scheer, the league is always seeking growth opportunities and maximizing audience engagement. "How can we increase our viewership? We need to demonstrate how enjoyable the game is, especially since fans can truly appreciate the players' skills only by witnessing the matches firsthand," she said. The Fleet’s season ticket sales tripled between the first and second years, reaching 1,600 this season, reflecting promise for audience expansion.
Both Scheer and Marmer express strong appreciation for UMass Lowell's support throughout the Fleet’s development. Marmer praised the cooperation, saying, "They’ve been incredibly helpful adjusting to our growth and allowing us to create the type of professional experience we envision."
Overall, the Fleet’s upcoming games at Agganis are poised as pivotal moments for the team’s engagement tactics, exemplifying their strategic approach to solidifying support and attracting new interest within Boston.