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How the PWHL Is ReWriting The Sponsorship Playbook

For the first time, U.S. women’s hockey players now have a professional league that allows them to compete at a professional level while preparing for international competition, including this year’s Olympics. The PWHL, still a relatively new force (founded in 2023), has disrupted traditional structures by adopting a single-entity ownership model that enables unified decision making, streamlined approvals, and consistent access to players and stories. The time is now for brands to see the immense value in a growing sport with untapped potential. This report explores the major ownership models in sports, their pros and cons, what they mean for partners, and why the PWHL represents a compelling opportunity.

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Key Takeaways

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Understand How the House v. NCAA Settlement is Impacting Collegiate Athletics

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Strategies to Increase Athletic Department Revenues

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Expert Analysis to Evaluate New Partnership Opportunities

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Frequently Asked Questions:

What is the main theme of the report?

The next three years of college athletics will see more change than the previous 100 years put together. With the House v. NCAA settlement expected to bring revenue sharing, NIL back payments, and expanded scholarships, this could potentially raise athletic department costs by up to $50 million annually. Many athletic departments are already under financial strain and these incremental cost increases will force all athletic departments to make strategic and potentially difficult decisions in how to increase revenue and/or cut costs to stay competitive.

  • NIL Back Payments
  • Revenue Sharing
  • Expanded Scholarships and Roster Limits

Without new revenue streams, we believe that these difficult decisions could have a profound impact on low-revenue sports as they could be underfunded or cut altogether. For those who are just looking at the financials of low revenue sports, they are most likely missing the bigger picture of their value.

  • The primary developmental method for Olympians
  • Invaluable educational opportunities through scholarships
  • Important platforms for both professional and personal development
    • This is evident from the approximately 115 Power 4 Athletic Directors and Fortune 100 CEOs that played a collegiate sport in college, 60% of those 115 playing a low-revenue sport. Extrapolate that out and fewer sports programs means fewer developed leaders post-college.

OVG is determined to help universities save low-revenue sports and has vast experience in helping athletic departments partner with companies to not only generate additional revenue but also increase brand awareness through several sponsorship avenues. Stadium/Arena Naming Rights, Field/Court Entitlements, and Jersey/Uniform Patches are the highest priced sponsorship assets that can drive the most revenue for universities.

For college football specifically, the sponsorship landscape is wide open, as 71% of Power 4 college stadiums have neither a Naming Rights nor Field Entitlement partner. Naming Rights and Field Entitlement sponsorships are especially enticing for companies, as they provide an important catalyst for brand awareness growth.

OVG used their expertise to build a proprietary model utilizing 43 metrics across seven categories to develop a comprehensive Marketplace Valuation Rankings System. The system creates a universe where brands can evaluate the Power 4 Schools’ Naming Rights opportunities, leading to more accurate benchmarking and deal flow.

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