Every four years, women’s hockey draws global attention at the Winter Olympics.
After the Games, there’s often a celebratory homecoming, featuring media appearances on late-night talk shows and maybe even things like a stint on “Saturday Night Live.”
During this time, familiar names like Hilary Knight, Marie-Philippe Poulin, and Kendall Coyne Schofield seem to regain their fame.
The rivalry between Team USA and Canada has turned into a highly anticipated event on TV.
Yet, as time passes, the excitement of the Olympics tends to fade. Soon, events like March Madness and the NBA playoffs take over.
Amidst all this, the NFL Draft also grabs headlines.
Without a solid, full-time professional league in place in every state, women’s hockey risks being lost in a crowded U.S. sports scene that has long been male-dominated.
This cycle, it seems, repeats itself every four years.
But this time, the PWHL might be poised to change that.
This week, the PWHL welcomed back its 61 Olympians and officially resumed play following the thrilling gold medal game between the U.S. and Canada last week, which shattered TV ratings.
Ten gold medalists took to the ice Thursday at the Prudential Center, but the New York Sirens faced a 4-1 defeat against the Montreal Victoires.
Sarah Fillier, a Sirens forward and member of the Canadian national team, is optimistic about the PWHL capitalizing on the Olympic spotlight.
“We’re already seeing the benefits of the Olympics,” she said. “If you think about the gold medal game, it was one of the best hockey games, but honestly, the game against the U.S. might have been the highlight of the tournament. We’re trying to attract new fans and grow our audience, especially here in New York, but we want to expand even further.”
The PWHL is already experiencing the aftereffects of the Olympic exposure from the Milan-Cortina Games.
According to league reports, ticket sales on Tuesday and Wednesday were the highest of the season since it began on November 22.
Web traffic during the Olympics surged to six times the normal level for non-PWHL game periods, and product sales doubled in February.
In fact, the PWHL’s e-commerce site recorded its third-highest traffic since the league started.
Social media growth has also been significant, with the league’s 61 Olympians collectively gaining 760,000 new followers since the Olympics began. Knight, who captained Team USA, saw a notable increase of over 112,000 followers across social platforms.
These numbers indicate positive progress, but it’s crucial for the PWHL to harness the Olympic momentum and translate it into lasting growth.
“Winning the PWHL is really important right now given this momentum,” remarked Victoire forward Hayley Skamura from New York. “In previous years, especially after past Olympics, there was nothing else for another four years—not even world championships. We’re genuinely excited to be back and playing games, especially with fresh viewers tuning in. The key is to keep delivering engaging content on the ice.”
One new fan in attendance on Thursday was Michele Otero, a 25-year-old from Long Island. She’s been a passionate Rangers supporter since 2019 but decided to sell her tickets to a game against the Flyers, opting instead to attend the PWHL’s opening match following the Olympic break.
“You don’t have to be a hockey expert to enjoy it; the vibe is fantastic,” Otero said, after picking up a Sirens sweatshirt. “Come for the energy. Watch these amazing women do their thing. It’s just about having fun.”
Melissa Lucci traveled from Philadelphia for this much-anticipated PWHL return.
“I couldn’t miss this; it’s my first game back after the Olympics,” she expressed. “What the Olympics do is really get people focused on the players for a fleeting moment… We follow them on social media, snapshot their everyday lives, and that excitement shouldn’t fade once the Olympics conclude. We need to connect with the players, and I think the PWHL could enhance promotion of their teams more personally.”
In its third season now, the PWHL faces the long road toward becoming profitable, a challenge that usually takes decades for professional sports leagues.
However, following Team USA’s exemplary performance at the Olympics, women’s hockey seems better positioned than ever for growth.
The real question remains: will the PWHL leverage this moment effectively?
