PWHL launch new team names, branding for 2024-25 season

The Professional Women’s Hockey League and its six teams took one giant leap on Monday, officially announcing their team names and revealing their logos ahead of its second season of existence. Below are the official names:

PWHL Boston will be known as the Boston Fleet.

PWHL Minnesota will be known as the Minnesota Frost.

PWHL Montreal will be known as the Montreal Victoire.

PWHL New York will be known as the New York Sirens.

PWHL Ottawa will be known as the Ottawa Charge.

PWHL Toronto will be known as the Toronto Sceptres.

“Our teams were so proud to represent their home markets last season, and as we launch Season Two, we’re elevating that pride with new identities that truly embody the spirit of each club,” Jayna Hefford, PWHL senior vice president of hockey operations, said in a league statement. “These new names and logos capture the dynamic energy of our athletes and enhance our teams’ presence in their cities, building a stronger foundation for the future of our league.”

Amy Scheer, PWHL senior vice president of business operations, says the unveiling of these new team identities marks “a significant milestone for the entire PWHL community.”

“Over the inaugural season, we rigorously developed the most authentic team brands for each city,” Scheer said. “The PWHL has united the professional women’s hockey community, and we are excited for these new identities to deepen the connection between the teams and their local communities.”

In the week ahead of the announcement, the league’s six teams erased their team colours on their respective social medias platforms, posting cryptic and teaser photos that were vague hints towards their new team names.

PWHL Boston posted a photo of the city’s waterfront with the phrase, “Something is coming.”

PWHL Minnesota posted a photo with an icy forest with the phrase, “A cold front is rolling in.”

PWHL Montreal posted a team photo with the phrase, “Something is coming.”

PWHL New York posted a photo of the city’s downtown with the phrase, “Turning the volume up.”

PWHL Ottawa posted a photo of forward Gabbie Hughes with the phrase, “Bringing the energy.”

PWHL Toronto posted a photo of a blue queen with the phrase, “Almost ready to rule the rink.”

Last October, it was reported by Clark Rasmussen of Detroit Hockey that applications for the Toronto Torch, Montreal Echo, Ottawa Alert, Minnesota Superior, Boston Wicked and New York Sound were filed with the United States Patent and Trademark Office by PWHL Holdings, LLC.

However, as mentioned at the time of the reporting, those trademarks did not guarantee those were the names for the six teams, as the NHL’s Vegas Golden Knights and Seattle Kraken filed multiple trademarks for potential team names before settling on the Golden Knights and Kraken, respectively.

The league was announced in August 2023 after the Mark Walter Group announced a new league with the formation of the Professional Women’s Hockey Players Association (PWHPA) and the now-folded Premier Hockey Federation (PHF).

Last May, PWHL Minnesota defeated PWHL Boston to become the first team in league history to win the Walter Cup.