Air Canada announced Thursday a partnership with the new Professional Women's Hockey League (LPHF) ahead of the league's inaugural season next Monday.
The company will thus become the official aviation company of the league's first six teams. Additionally, as part of the agreement with the LPHF, the airline stated that it had acquired the intellectual property rights for the league's six teams: Boston, Minnesota, Montreal, New York, Ottawa and Toronto. The same applies to the LPHF itself, the broadcast content, the brand in the stadiums, the advertising in the markets and the rights to place its brand on the official jersey of the Montreal team. the LPHF.
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In a press release, Andy Shibata, Air Canada's vice president of brands, said he was excited to be a part of a historic moment for the sport of hockey in the country.
“For Air Canada, the national airline and long-time supporter of Canadian sports, this partnership demonstrates the passion we share with our customers for hockey and our work to advance gender equality in the aviation sector,” he said.
For her part, Amy Scheer, senior vice-president of commercial affairs for the LPHF, said that the teams had the privilege of traveling with Air Canada.
“This connection reflects our shared values and the tremendous potential of the league, its players and our future stars to take the sport to new heights,” she said.