Chris Ilitch

The PWHL is taking on two prominent names in North American sports as its first two investors in reaching a major milestone in the privately-backed league’s fast-rising trajectory, and representing yet another sign of women’s hockey’s promising future.

Coming on board as strategic partners are the Detroit-based Ilitch Companies, and the Larry Tanenbaum-backed Toronto-based Kilmer Sports Ventures, the league announced Monday.

The two multi-sports-team-owning groups bring a wealth of financial backing, business connections and influence to a 12-team league that’s doubled in size since being established in June 2023.

“This is the clearest signal of validation to the marketplace, to the players, to other owners, to media companies that we are cementing our reputation as one of the fastest-growing sports properties in the world,” PWHL advisory board member Stan Kasten told The Associated Press.

“These are serious, long-time experienced sports investors, and they are telling the world what they think about us,” he added “And that says much more than just them writing a check.”

With the additions, the PWHL’s existing centralized structure will remain in place, headed by founder and primary financial backers Mark and Kimbra Walter. The Walters, together with the PWHL’s advisory board, will continue overseeing operations, with the new partners providing expertise, relationships and perspective, the league said.

Olympic boost

Kasten said adding investors is well ahead of schedule, and deemed timely entering Season 4 to support the momentum the PWHL gained coming out of the Milan Cortina Games.

The league registered growth in nearly every metric last season, with U.S. numbers spiking further following the Hilary Knight-led Team USA’s gold-medal victory in February. The league also expanded its North American footprint last month by adding teams in Detroit, Las Vegas, San Jose and Hamilton, Ontario.

“I want to hear the case for going slower, but I can’t imagine it,” Kasten said. “The reception of fans, of sponsors and other willing partners has allowed us to go faster.”

The Ilitch family’s holdings include the NHL Red Wings and baseball’s Tigers. The Ilitch’s influence was apparent last week, with a wide range of company employees involved in Detroit hosting the PWHL’s awards and draft.

“The PWHL’s rise has been one of the most compelling stories in professional sports, and we are proud to be part of that story,” said company CEO Chris Ilitch. “Investing in the PWHL means an opportunity to broaden the game’s reach, connect with new fans, and create pathways for athletes for generations to come.”

Broadcast partner

With 12 teams, the league is better positioned to attract a U.S. national broadcast partner. Last season, Scripps Sports aired numerous games, including the Walter Cup Finals, on ION, which reaches 126 million American households.

The PWHL is also poised to improve its existing broadcast deals in Canada once its current contracts expire after next season. One possibility is enhancing its agreement with CBC, with the national broadcaster ending its lengthy history of airing NHL games.

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AP women’s hockey: https://apnews.com/hub/womens-hockey