After a quiet few days last week, almost everyone seems to be back to work today, so it feels like this is the first real day of the new year and all that that entails. Whether or not you’re into resolutions, it’s nearly impossible not to think about some of the things you hope to see happen in the year ahead.
For me, I’d like to see an end to the very long ACTRA / ICA labour dispute over a National Commercial Agreement. That stalemate could reach the two-year mark in April. I also hope brand leaders continue to wake up to the important role they play in funding a media ecosystem that spreads misinformation and harmful, hateful content that is damaging in so many ways. They seem to be doing it with X, but I hope they now look closely at the other guys, too
For me, I’d like to see an end to the very long ACTRA / ICA labour dispute over a National Commercial Agreement. That stalemate could reach the two-year mark in April. I also hope brand leaders continue to wake up to the important role they play in funding a media ecosystem that spreads misinformation and harmful, hateful content that is damaging in so many ways. They seem to be doing it with X, but I hope they now look closely at the other guys, too
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And in multiple recent interviews about the future of the Canadian ad industry (this is foreshadowing about some special feature content coming next month). I was reminded of just how important it is for the Canadian ad industry to have truly diverse and representative workforces. We talked a lot about this in 2020 and 2021, and we’re going to renew that focus again this year to make sure that progress is being made.
That said, I think I’ve already identified one good news story for 2024: the Jan. 1 launch of the Professional Women’s Hockey League.
The PWHL feels like the antidote to all of that. It's not just about a new sports league—it’s about correcting systemic barriers and biases that women must still overcome in many parts of society. For me, it's inexcusable that Gary Bettman and the NHL weren't prepared to make this happen years ago.
Still, it feels like a great story with lots of interest—that first game between New York and Toronto was watched by 2.9 million Canadians, while a record 8,318 fans attended the next day's game between Ottawa and Montreal, and 4,012 attended Boston’s home opener.
Naturally all the big brands are getting behind the PWHL, right? Actually, no. So far, only Canadian Tire and Air Canada have signed on for premiere partner spots. Though it's a giant, Tim Hortons is appears to be a lower-tier sponsor among a handful of other smaller partners, but that's it.
Admittedly it’s early, and the league moved very quickly from its formal creation to its first games—not even enough time for the six teams to complete the diligence needed to get their team names. Hopefully other bigger deals are in the works with brands from big categories that are all over the NHL, such as auto, financial, adult beverage, telecom, and tech.
I heard someone on sports radio last week say that if you’re not supporting the PWHL, you can’t call yourself a fan of hockey—you’re a fan of men’s hockey. I'd argue that if you are a brand that has always claimed to be a supporter of hockey, and you choose not to support the PWHL, you’re not really a supporter of hockey—you're a supporter of men's hockey.
And in multiple recent interviews about the future of the Canadian ad industry (this is foreshadowing about some special feature content coming next month). I was reminded of just how important it is for the Canadian ad industry to have truly diverse and representative workforces. We talked a lot about this in 2020 and 2021, and we’re going to renew that focus again this year to make sure that progress is being made.
That said, I think I’ve already identified one good news story for 2024: the Jan. 1 launch of the Professional Women’s Hockey League.
The PWHL feels like the antidote to all of that. It's not just about a new sports league—it’s about correcting systemic barriers and biases that women must still overcome in many parts of society. For me, it's inexcusable that Gary Bettman and the NHL weren't prepared to make this happen years ago.
Still, it feels like a great story with lots of interest—that first game between New York and Toronto was watched by 2.9 million Canadians, while a record 8,318 fans attended the next day's game between Ottawa and Montreal, and 4,012 attended Boston’s home opener.
Naturally all the big brands are getting behind the PWHL, right? Actually, no. So far, only Canadian Tire and Air Canada have signed on for premiere partner spots. Though it's a giant, Tim Hortons is appears to be a lower-tier sponsor among a handful of other smaller partners, but that's it.
Admittedly it’s early, and the league moved very quickly from its formal creation to its first games—not even enough time for the six teams to complete the diligence needed to get their team names. Hopefully other bigger deals are in the works with brands from big categories that are all over the NHL, such as auto, financial, adult beverage, telecom, and tech.
I heard someone on sports radio last week say that if you’re not supporting the PWHL, you can’t call yourself a fan of hockey—you’re a fan of men’s hockey. I'd argue that if you are a brand that has always claimed to be a supporter of hockey, and you choose not to support the PWHL, you’re not really a supporter of hockey—you're a supporter of men's hockey.
