Games were produced via a world feed from the league to the RSNsNick Wosika/Icon Sportswire via Getty Images
The PWHL’s inaugural season saw games airing locally in the U.S. on RSNs in the team markets in New York, Minnesota and Boston, and the latter touted a strong first year. Games in Boston aired on NESN and NESN+, and the network leaned into the women’s league as it made its debut.
“Our biggest priority of the season was investing in the league and this new local professional team,” said Matthew Volk, NESN’s chief operating officer. “We know that women’s sports are worth covering and treating like an investment that we have in all of our other main products and core products at NESN.”
To connect and build a new fanbase, NESN focused attention on growing the media presence of the PWHL on a local level. To connect fans to the league, staff attended games, morning skates and practices. They created original pieces to build the audience’s knowledge around the team.
From when the league was formally announced to when the puck dropped in January, there were only fourth months to map out a broadcast plan. Volk said he was “extremely impressed with how the league was able to get it up and running in such a short order with such a high standard level.”
Games were produced via a world feed from the league to the RSNs. With having that in place, NESN focused on bringing attention to the growing league through content.
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NESN.com published more than 100 articles on the league throughout the season, along with more than 800 social media posts, he said.
“The immediate connection that the PWHL was able to make within the local community and at the national level is toward the top of leagues that I have worked with in the past who are looking to establish themselves and their brands in their first couple of years,” Volk said.
The Women of NESN initiative, the launch of which aligned with the start of the PWHL season, allowed for NESN to have a dedicated platform for women’s sports. They worked in tandem with the PWHL and used the platform as an umbrella brand. NESN plans to build the platform by producing new podcasts, including one called “Respect Her Game.”
“We’re really excited about the Women of NESN brand and its ability to create a new path for us,” Volk said. “[Respect Her Game] is an original podcast by us which amplifies women’s sports, women’s sports business and women’s broadcast.”
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NESN also promoted PWHL content during Red Sox or Bruins games that aired on the network.
The network’s most-watched game of the season was the deciding contest between Boston and Minnesota on May 29, as the game on NESN+ was the sixth highest-rated program on all broadcast and cable networks in the Boston market.
PWHL SVP/Business Operations Amy Scheer in an email said the league is “working to solidify all media partnerships, including both national (U.S. and Canada) and regional.” Games last year aired on CBC, Sportsnet and TSN in Canada, while there was no national U.S. rightsholder. Games also aired internationally on YouTube.
“We’re excited for the continued growth of the league overall and what it means to women’s sports and hockey, and the local team in this region,” Volk said. “We are excited about the potential and we continue to invest in the league in a way that is uniquely something regional sports networks can do to grow brands and to grow sports.”
