Air Canada has become the inaugural premier partner of PWHL and official airline to first six teams. The airline has also launched ad campaign featuring young PWHL hopefuls and Canadian hockey legend Mélodie Daoust.

Ahead of the Professional Women’s Hockey League’s (PWHL) first season opener on January 1, 2024, Air Canada has announced a partnership with the new league. The deal seals Air Canada as an inaugural premier partner of the PWHL and official airline for the league’s first six teams.

According to the statement, Air Canada is granted intellectual property (IP) rights for all six PWHL teams in Boston, Minnesota, Montreal, New York, Ottawa and Toronto, the PWHL itself, broadcast, in-venue, and in-market assets, as well as official jersey branding rights for Montreal’s PWHL team as part of the PWHL partnership.

It adds that Air Canada will also provide travel support for the league and its players and will promote the PWHL and its future stars across its marketing and communications channels.

In view of this new partnership, the airline has also launched a new inspirational ad campaign entitled We All Fly. It features a cadre of young PWHL hopefuls alongside Canadian hockey legend Mélodie Daoust, which will premiere ahead of each PWHL home opener.

“To partner with the PWHL and be part of this historic moment in hockey history is incredibly exciting and meaningful to all of us at Air Canada. As Canada’s national carrier, and a longstanding supporter of Canadian sports, this partnership reflects the love we share with our customers for hockey, as well as our work in championing gender equality in the aviation industry,” says Andy Shibata, Vice President, Brand at Air Canada.

“We are delighted to team up with Canada’s national carrier as an inaugural premier partner and official airline for the PWHL. We feel privileged to fly with Air Canada, a connection that reflects our shared values and the enormous potential for the league, its players and our future stars, as we take the sport to new heights,’’ says Amy Scheer, Senior Vice President of Business Operations, PWHL.

According to the statement, the PWHL deal builds on Air Canada’s prior partnerships in professional women’s hockey and in women’s sports, including with the Women’s National Basketball Association (WNBA), as well as the planned Project 8 professional women’s soccer league in Canada.

In addition, Air Canada says it will host a local girls’ junior hockey team at each historical PWHL home opener in Canada, including January 1 in Toronto, January 2 in Ottawa, and January 13 in Montreal.

The statement adds that Air Canada’s passion for sports and sharing the best of Canada with the world extends to being official airline for all seven Canadian NHL teams, the Toronto Raptors and Team Canada.

Through its unique yearly Air Canada Fan Flight program, the airline says it continues to reward deserving fans, bringing them closer to their favourite teams with unique VIP NHL and NBA experiences.