PWHL plans further expansion, and
eyes 2026 Olympics to broaden reach in Europe, Kasten tells AP
[May 24, 2025]
By JOHN WAWROW
As impressive as the PWHL’s growth has been less than two years
since its launch, with the league blowing past initial attendance
and revenue projections, and already into its first phase of
expansion, Stan Kasten says you’ve seen nothing yet.
The league’s advisory board member laid out an ambitious vision of
the PWHL’s future during a phone interview with The Associated Press
on Thursday.
Kasten foresees further expansion — beyond the recent additions of
Vancouver and Seattle to grow the PWHL to eight teams — within the
next few years; the league capitalizing on the 2026 Milan-Cortina
Olympics to broaden its reach internationally; and the prospect of
turning a profit by 2031, when the league’s current CBA with its
players expires.
“By every measure, we’re ahead of where we thought we would be. And
we never thought we were going to be this niche six-team league in
the northeast of North America,” Kasten said.
“Our manifest destiny is a lot more than six. It’s a lot more than
eight. I don’t know how many," he added. "My point is, we’re going
to be a league like every other real major league, and that’s our
goal. ... We’re going to be spread — our footprint will be across
this continent and hopefully others as well.”
Expansion plans
Without making a firm commitment, Kasten said there was enough
interest from major markets that missed out on expansion this year
to add even more teams by 2026-27. He said the league will have a
better timeline on the next expansion phase based on how smoothly
Vancouver and Seattle are incorporated.
“I’ll know by midseason what I think we should do and we’ll go from
there,” he said. “I don’t know if it’s the year after or the year
after that, but I think it’ll be sooner than most people ever
imagined.”
Eye on Europe
What’s clearer is the league turning its focus toward Europe to
coincide with the Olympics, and a women’s hockey tournament
predominantly featuring PWHL talent.
Kasten said there have been discussions about playing exhibition
games in Europe within the next two years, as well as building ties
with European leagues for developmental purposes and even of one day
establishing teams there.
“Europe is a big part of our future,” Kasten said.
“I think our presence on the international stage next year is going
to be really well-timed, a propitious step for us,” he added. “We
think the period before the Olympics, during the Olympics and after
the Olympics are very important to the next stage of our
development.”
Kasten spoke from Ottawa where he attended Game 2 of the
best-of-five Walter Cup Finals series, which is tied at 1 after
defending champion Minnesota's 2-1 overtime win.
Attendance jumps
The PWHL is closing its second season, which featured jumps in
attendance, revenues, sponsorships and goal scoring — from 4.8 to
5.02 per outing — over the inaugural season.
[to top of second column] |
Minnesota Frost forward Taylor Heise (27), left, is surrounded by
teammates, Minnesota Frost forward Britta Curl (77) and Minnesota
Frost forward Grace Zumwinkle (13) after she scored the winning goal
in overtime of the PWHL Walter Cup in St. Paul, Minn., on Wednesday,
May 14, 2025. (Renée Jones Schneider/Star Tribune via AP)
Average attendance rose from 5,448 per contest last
year to 7,260 due in part to nine neutral site games drawing a
combined 123,601 fans.
Attendance in Toronto and Montreal jumped with both teams playing in
larger venues, though Minnesota and Ottawa had slight drops in
average turnout when not including their designated “home” neutral
site games.
Turnout continues to lag in New York where the Sirens finished last
in the standings for a second straight year while averaging a
league-low 2,764 fans per game — up from 2,496 last year — at the
NHL Devils home, the Prudential Center.
Executive vice president of business operations Amy Scheer said the
league’s sponsorships increased from 40 to 60, and merchandise sales
doubled — helped by the PWHL unveiling logos and nicknames for its
six teams this season.
Kasten doesn’t discount needs the PWHL has to address, noting the
league intends to increase promotions and improve venues in various
markets. Another concern is how fanbases will respond to each of the
six existing teams standing to lose four players each as part of the
expansion process next month.
Hopeful future
For Kasten, that doesn’t take away what the league has accomplished
in 23 months since being launched by his boss, Los Angeles Dodgers
owner Mark Walter and wife Kimbra, tennis icon Billie Jean King and
Ilana Kloss. As the PWHL’s financial backer, Walter committed
hundreds of millions of dollars as part of a long-term vision to
bring together the world’s top women players in one league.
Kasten said the initial projection for attendance was 1,000 per game
for a league that in March surpassed the 1 million mark, including
playoffs.
“I see us on a very distinct upward track able to look towards
seasons where we can start to turn the corner and be in the black,”
Kasten said, looking ahead to 2031.
“We’re far away from that now and that’s OK. We projected that,” he
added. “But when that happens, we can also think about expanding the
schedule. And with an expanded schedule in an environment where
you’re finally making money, well, now there’s more money for more
people.
“And so I hope by then we’re at that point. That would thrill me.”
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