Premier Hockey Federation Elevates Player Skill Over Gender
September 17, 2021
The US National Women’s Hockey League (NWHL) was founded in 2015 to provide strong female role models and fuel the growth of the game. Now, they have become the first professional women’s sports league in North America to lift the word ‘women's’ out of its title. Under the theme of “No Labels, No Limits,” the newly named and rebranded Premier Hockey Federation (PHF) looks to re-define the league based on the skill and talent of its athletes as opposed to their gender.
“From an opportunity standpoint, it’s huge,” said Metropolitan Riveters captain Madison Packer, an original league member. “It’s important to get away from the narrative that, yeah, they’re good, but they’re ‘woman-good’. Understanding that we can play the game, we can compete at a high level, this is about recognizing that regardless of gender, athletes are talented. That’s empowering as an athlete.”
The PHF is the leading source of professional women’s hockey in North America. It encompasses the Boston Pride, Buffalo Beauts, Connecticut Whale, Metropolitan Riveters, Minnesota Whitecaps and the Toronto Six who all compete annually for the Isobel Cup. The new name was inspired by empowerment, gender equity and inclusivity with respect to differences in the gender identity of current athletes, prospective players and league stakeholders. Expansion across the United States, into Canada, and the increase of international talent also helped pave the way for a rebrand with global appeal.
Buffalo Beauts goaltender and fan favorite, Carly Jackson, emphasized the inclusiveness of the new name. “First off, it's a really good message. Not all of us identify as women. Some people are non-binary, and some people identify in some other things. That opens the door for some of us to feel a little bit more comfortable."
Despite the pandemic, the PHF had a record-setting 2021 season with increased league visibility and social engagement, and a historic broadcast partnership that saw the Isobel Cup raised for the first time on American network television. Landmark sponsorship deals, more corporate partnerships and a larger commitment from private ownership helped double the salary cap to $300,000 per team in 2021-22 which represents the highest figure in PHF history.
“The Premier Hockey Federation is home to some of the best professional athletes in the world who deserve to be recognized for their abilities and to be empowered as equals in sport,” said PHF Commissioner Tyler Tumminia. “We’re excited to build on all of our momentum from the last year, ‘Raise the W’ and embark on this new era with our athletes, teams, partners and fans.
The PHF season begins Saturday, November 6, 2021, with all six teams in action. Over the coming weeks, the league will unveil its new brand elements.