Air Canada announced its partnership with the new Professional Women’s Hockey League (PWHL) ahead of the season opener on Jan. 1. The deal means that the brand is the first premier partner of the league and the official airline of its first six teams.
In addition, Air Canada has intellectual property rights for all six teams, as well as the league itself, broadcast, in-venue, and in-market assets, as well as jersey branding rights for the Montreal team.
The brand will dedicate marketing to the celebration and promotion of the athletes on Air Canada channels, starting with a 30-second spot titled “We all fly,” starring Canadian hockey legend Mélodie Daoust– developed by FCB. The film spotlights aspiring young female hockey players on the ice along with Daoust, while the narrator delivers a message of inspiration: “This is our turn to take flight. Rise beyond boundaries. Like the ones that came before us. Those who challenge the status quo and create history– on and off the ice. Fuelling us, in our pursuit of greatness. Because when she soars, we all fly.”
In addition, Air Canada has intellectual property rights for all six teams, as well as the league itself, broadcast, in-venue, and in-market assets, as well as jersey branding rights for the Montreal team.
The brand will dedicate marketing to the celebration and promotion of the athletes on Air Canada channels, starting with a 30-second spot titled “We all fly,” starring Canadian hockey legend Mélodie Daoust– developed by FCB. The film spotlights aspiring young female hockey players on the ice along with Daoust, while the narrator delivers a message of inspiration: “This is our turn to take flight. Rise beyond boundaries. Like the ones that came before us. Those who challenge the status quo and create history– on and off the ice. Fuelling us, in our pursuit of greatness. Because when she soars, we all fly.”
"It’s a significant moment not only for the athletes participating but also for every girl watching worldwide," FCB's ECD Jeremiah McNama, told The Message.
The ad is slated to air ahead of each PWHL home opener, at which time the brand is also hosting a series of local girls’ junior hockey teams as a part of its commitment to support the next generation of women’s hockey.
"To partner with the PWHL and be part of this historic moment in hockey history is incredibly exciting and meaningful to all of us at Air Canada," said Air Canada’s VP, brand, Andy Shibata, in a release. "As Canada's national carrier, and a long standing supporter of Canadian sports, this partnership reflects the love we share with our customers for hockey, as well as our work in championing gender equality in the aviation industry."
The deal builds on previous partnerships in women’s sports including the Women's National Basketball Association (WNBA), as well as the planned Project 8 professional women's soccer league in Canada. Air Canada is also the official airline for all seven Canadian NHL teams, the Toronto Raptors and Team Canada.
"We feel privileged to fly with Air Canada, a connection that reflects our shared values and the enormous potential for the league, its players and our future stars, as we take the sport to new heights," said the PWHL’s senior VP of business operations, Amy Scheer.
