With Women’s sport having been left behind during the pandemic, The Women’s Hockey League has been one of the trailblazers. It ensured that its players could compete throughout the pandemic, as well as continuing to pay its players and providing the same facilities as their male counterparts.
Being passionate for greater gender equality in sport, our sport and entertainment specialists were thrilled to be tasked with building awareness and raising the international profile of the Women’s Hockey League and its star players.
These female athletes have powerful stories to tell and we worked closely with the league and its teams to uncover and craft individual narratives. Our team then leveraged its extensive network of international sports journalist contacts to generate the interest the league and its players deserve.
We invited a roster of top-tier sports journalists to experience the fixtures first-hand in Russia, curating a jam-packed itinerary that allowed them special access behind the scenes, and opportunities to speak to and connect with the players on a personal level.
These trips created long-lasting media ties between the league and key media, and delivered invaluable coverage in some of the most widely-read publications in the world. Overall, we generated more than 100 pieces of favourable coverage across key international titles, including: ESPN, Forbes and The New York Times – successfully positioning the Women’s Hockey League in front of sports fans across the world, increasing its fanbase and inspiring young female athletes globally.