PWHL Teams Gain New Sales Engine as Oak View Group Lands Global Industrial Deal
The Professional Women’s Hockey League has named Oak View Group’s Global Partnerships division its exclusive sponsorship sales partner and launched the commercial program with Global Industrial as the inaugural league partner. The move aims to accelerate sponsorship growth for the league and its eight teams, expand U. S. sales reach and deliver new, visible brand integrations for game operations and team assets.
Exclusive sales partnership to broaden sponsorship pipeline
The league has engaged Oak View Group’s Global Partnerships to lead national, regional and local sponsorship sales for the PWHL. The multi-year arrangement positions the firm to identify and package opportunities across team and league inventory, including jersey and practice uniform branding, virtual in-game integrations, dasher and video-board placements, and content integrations tied to the league’s community initiatives. The appointment is explicitly focused on growing the league’s U. S. sponsorship business to better match the momentum the PWHL has already established in Canada.
The PWHL launched its inaugural season on January 1, 2024 (ET) and closed Year 1 with more than 40 brand relationships. League leadership signaled a desire to accelerate that commercial trajectory heading into the 2025–26 season by leveraging Oak View Group’s sales reach and venue relationships to connect the league with nontraditional categories and larger U. S. -based partners.
Global Industrial named first partner under new commercial model
Global Industrial has been announced as the league’s Official Industrial Supplies Partner, the first league partner secured through the new Oak View Group commercial program and the company’s first-ever sports league partnership. Under the deal, Global Industrial will supply branded tools and equipment used by ice crews across North American teams and will be integrated into game-day operations.
Practical activations are already in place: ice crews for several teams — including the Vancouver Goldeneyes, Boston Fleet, Minnesota Frost, New York Sirens and Seattle Torrent — will be rebranded as the "Global Industrial Ice Crew, " using Company-branded shovels, waste bins and carts to maintain playing surfaces. The sponsorship underscores a push to create authentic, operationally meaningful integrations that go beyond traditional logo placements.
Commercial upside and inventory valuation
Oak View Group’s commercial team projects significant upside in incremental sponsorship for the league and its teams, estimating more than $10 million of available sponsorship opportunity in the market. One specific inventory being marketed is jersey patch sponsorship for the four U. S. -based teams; Oak View Group values that package at roughly $3 million per year. League officials and the sales partner view these inventory valuations as part of a broader effort to professionalize the PWHL’s commercial platform and attract brands unfamiliar with women’s hockey.
Executives emphasize that these early deals are meant to set a template for future partners, pairing authentic category fits with visible on-ice and event activations. The combination of a dedicated sales engine and operationally relevant sponsorships like Global Industrial’s aims to deliver both revenue growth and tangible fan-facing integrations that enhance gameday presentation and community activation.
The new commercial push arrives as the PWHL prepares for its third season and looks to sustain momentum from strong crowds and growing brand interest. With Oak View Group managing the sponsorship pipeline and the first commercial tie-up focusing on game-day operations, the league is betting that practical, visible activations will help convert interest into longer-term, higher-value partnerships.
