The excitement surrounding professional women’s hockey continues to mount as the Professional Women’s Hockey League (PWHL) officially unveiled the team names and logos for its six franchises on September 9, 2024, during CityTV’s Breakfast Television. This marks not just a moment for celebration but also the dawn of the league’s second season, with franchises now carrying distinct identities.
Gone are the days of nameless teams competing under the banner of each city. Fans can now look forward to cheering for the Boston Fleet, Minnesota Frost, Montréal Victoire, New York Sirens, Ottawa Charge, and the Toronto Sceptres. Each name resonates with its respective city’s culture and history, providing fans with memorable and meaningful affiliations.
The names were announced after the league played its inaugural season (spanning 24 games from January to April 2024) solely using the PWHL label, with generic jerseys lacking specific team identities. The decision to reveal these names and logos marks a significant milestone. "The PWHL has connected the professional women’s hockey community, and we look forward to these identities deepening connections with local communities," said Amy Scheer, the league's senior vice president of business operations.
At the heart of the new name, Montréal Victoire, lies the spirit of competitiveness characteristic of the city. The logo incorporates wing-like shapes and the fleur-de-lis — both symbolizing strength and the vibrant culture of Quebec. A subtle 'M' hidden within the wings adds another layer of local homage. "It embodies the quest for victory, celebrating every achievement, win or lose," remarked Scheer.
Elaborately, the Boston Fleet’s name encapsulates the city’s maritime heritage, with its logo crafted to resemble the letter 'B' shaped like an anchor — signifying strength and stability. Meanwhile, the Minnesota Frost cleverly symbolizes Minnesota's frigid climate with a sharp-edged 'F' shaped like icicles, reflecting the state’s deep-rooted passion for hockey.
On the East Coast, the New York Sirens tap creatively from the city's lively atmosphere, incorporating its iconic goal horn symbolism through the logo which features the letters 'NY' framed angularly, echoing the skyline of New York City. The Ottawa Charge borrows from the Canadian capital’s drive and energy, where the logo’s unfinished letter 'O' visually suggests momentum, nudging it toward its interpretative association with the letter 'C.'
Toronto's Sceptres is not just about any historical relevance but emphasizes the city's regal history — referring to it as the Queen City. The logo is elegantly crafted to merge the letters 'T' and 'S' as part of the sceptre design, highlighting its noble undertones. Captain Blayre Turnbull of the Toronto Sceptres expressed her enthusiasm: "It’s so exciting to represent our home market with such a strong identity. It feels great to have our own name, rather than just playing as ‘PWHL Toronto’.”
The process of naming the teams and crafting their logos was described as both challenging and rewarding, with league executives sifting through hundreds of potential names. They met significant hurdles as some names were eliminated due to trademark issues across the U.S.-Canada border. “It’s been stressful, but also incredibly rewarding,” remarked Scheer, comparing the process to being like dealing with one's own children: "I love all my children equally!"
The PWHL partnered with the New York City-based creative agency Flower Shop to collate feedback, incorporate fan preferences, and create vibrant representations encompassing the essence of each team. The effort to retain the primary colors from the inaugural season means fans will feel continuity with previously acquired merchandise, even with the introduction of secondary colors.
Looking forward, the team jerseys will be released later this year, around October or November, preceding the season’s launch which will see an increase of games from 24 to 30. The exact schedule for the new season is yet to be released, but teams and fans alike are eagerly anticipating this next chapter of women's professional hockey.
With substantial investments backing the league and the promise of continued success — as evidenced by record-breaking attendance figures from its first season — the PWHL is poised to break new grounds. Jayna Hefford, the league's senior vice president of Hockey Operations, summed it up perfectly: “These new names and logos capture the dynamic energy of our athletes and signify the league’s bright future.”
The response to the new team identities has not only generated excitement among existing fans but has also ignited discussions among sports enthusiasts, showcasing the league’s commitment to fostering meaningful connections within the community. With the upcoming season, it promises to be not just about the game but about building identities, pride, and unity among fans and players.
