The Professional Women’s Hockey League (PWHL) introduced its inaugural integrated brand campaign, titled ‘Play It Big’, coinciding with the league’s first-ever game at Pacific Coliseum in Vancouver, British Columbia. Developed in collaboration with Stereo Creative and produced with The Good Karma Company, this campaign reflects the league’s growth through a player-focused narrative highlighting joy, ambition, and community connections.
Centering Athletes and Their Stories to Capture the League’s Spirit
‘Play It Big’ serves as a cohesive platform that places PWHL players at the forefront, emphasizing not only their performance on the ice but also their identities off it. Drawing inspiration from personal experiences, passionate fans, and vibrant local atmospheres, the campaign illustrates the collective energy building around the league and its expanding influence.
As our league continues to grow, one thing remains constant – our incredible players and the communities that rally around them are our foundation,
said Kanan Bhatt Shah, vice president, brand and marketing, PWHL.
With ‘Play It Big’, we wanted to create a campaign that reflects that momentum, one that places our athletes and our fans front and center and shows how their impact reaches far beyond the ice.
Demonstrating the PWHL’s Cultural Impact Across Media Platforms
The campaign portrays the league as a cultural movement propelled by athletes whose influence extends well beyond game day, supported by devoted local communities. It will run extensively across social media, television, out-of-home advertising, and digital channels across North America, marking a bold assertion of the PWHL’s distinctive identity and ongoing growth.
The centerpiece video begins by focusing on players’ off-ice moments, transitioning to dynamic scenes featuring game highlights and intense training sessions. Fans in the arena are captured enthusiastically cheering, waving banners, and celebrating each goal, emphasizing the electric atmosphere. The film concludes with a unifying group image of players from various teams, each in their official uniforms.
Often in sports marketing, scale is something you try to manufacture,
explained Suzanne Sherwood, North American head of creative at Stereo Creative.
With the PWHL, scale is already part of the story. ‘Play It Big’ taps into the league’s momentum, highlighting its evolution and starring the players at the center of the story. It captures the power of the athletes and the communities that have rallied around them. This is a campaign about expansion – of visibility, pride, energy, and what it means to play big in every sense.
Significance of the Campaign for the Future of Women’s Hockey
‘Play It Big’ marks a pivotal step in the PWHL’s journey, signaling its emergence as a prominent force in women’s professional sports. By emphasizing authentic player experiences and the passionate fan base, the campaign is poised to deepen community engagement and elevate the league’s visibility across North America. This momentum is expected to foster greater support for athletes and inspire a broader cultural appreciation for women’s hockey.
