Last week, the Professional Women’s Hockey League (PWHL) announced the official names and logos for its six inaugural franchises.
The teams were the Boston Fleet, Minnesota Frost, Montréal Victoire, New York Sirens, Ottawa Charge, and Toronto Sceptres.
In October 2023, the PWHL had filed potential names for the teams, but the league ultimately did not go through with them due to time constraints. Instead, the teams were known by their location names, which were displayed diagonally on the front of the temporary jerseys.
The importance of having a proper name and image is crucial to the brand of any major sports team. Not only does the design represent the organization, but also the city, community, and in this case, the importance of women’s professional sports as a whole.
“The names are important because it gives the teams an identity and a brand. Now fans can feel like they are part of a new family that they can represent through merchandise,” said Jeff Mobley, the equipment manager of the PWHL.
Even without official names, the inaugural season of women’s hockey set six different attendance records, notably a world record for attendance at a women’s pro hockey game, with over 21,000 fans in attendance.
Jade Arnone (MCAS’ 26) has been playing hockey since she was five years old and currently plays defense for Boston College’s Women’s Hockey team.
“I am so excited to finally see that added sense of character to each team. I cannot wait to see all the merch and the buzz around the team names because I think fans have been waiting and new fans will become that much more invested and excited,” she said.
In a similar sentiment, Kate Leary, Assistant Coach for BC, said, “It will help fans be able to really buy in to supporting a team. That’s part of sports culture—being able to cheer for the team and have mascots and a fan base.”
Leary, who graduated from BC in 2015, played five years professionally: two years in the Canadian Women’s Hockey League, one year in Switzerland, and then two in the National Women’s Hockey League.
Boston’s team, the “Fleet,” was inspired by the city’s maritime history. The B logo is crafted in the shape of a sideways anchor meant to be “sailing toward victory.” The design also represents “the enduring strength, unity and collective might of Boston’s players and fans.”
“Last year if… someone asks who’s playing, answering ‘Boston PWHL’ is a mouthful and not clear. Saying the Boston Fleet is more concise and understandable,” Leary said about the new name.
Without official branding in its first season, the PWHL had the unique opportunity to receive input from fans and the community regarding the names and designs.
The PWHL wanted to make sure that fans would be able to connect with the names. Of course, they also had to consider legal challenges with licensing in both the United States and Canada.
“Having team names and some mascots will not only make each team brand stronger and more recognizable, but it gives an opportunity to resonate more with fans and the community,” said Arnone.
Now that they have officially released the new names, the future of women’s professional sports looks bright.
Grace Campbell (CSOM ‘26), who plays goalie for BC, thinks that the names are “another step in the right direction to solidifying the league as a successful endeavor.”
The success of women’s hockey comes from a growing interest in women’s sports over the past few years, including the record-breaking NCAA women’s basketball tournaments and the Women’s World Cup.
Deloitte predicts that women’s elite sports could potentially bring in over $1 billion this year—a 300% increase from 2021.
“I think the league as a whole has shown that pro women’s sports has an audience and that they are here to stay. I hope people continue to support the PWHL and pro women’s sports because it is a growing market and the product is great,” said Campbell.
Aspiring haunted house owner, ex-barista, and NYT mini crossword player.
