The National Women’s Hockey League (NWHL) have agreed a lucrative sponsorship deal with Discover Financial Services, becoming the official credit card of the women's ice hockey league.
The NWHL have confirmed that its new sponsorship deal with Discover Financial Services makes it the largest in the league's history.
“The partnership between Discover and the National Women’s Hockey League is an important moment in our league’s history," said commissioner Ty Tumminia in a statement.
“This will be a collaboration to push for progress and we look forward to working with our new partner as the NWHL continues to grow.”
Women’s hockey has seen a significant increase in investment from sponsors in recent months. In October 2020, the Professional Women’s Hockey Players Association (PWHPA) signed a sponsorship deal with deodorant brand Secret, said to be worth US$1 million.
Although the financial terms of this deal have not yet been made public, according to the website FiveThirtyEight, the deal is rumoured to be in the realm of just over US$1 million.
Tumminia believes this partnership is particularly important, as the deal means that 50 per cent of the income will go directly towards the salaries of the players in the league, which is said to currently stand at US$15,000 per season.
Alongside becoming the ‘official credit card of the NWHL’, Discover now has strong on-ice advertisement during the games of the 2021 regular season and during the Isobel Cup Playoffs.
The NWHL’s semifinals and final of the Isobel Cup will be broadcasted live on NBC Sports on NBCSN, marking the first time in history a professional women’s hockey league will be shown on a major US cable channel.
The deal was partly made possible by Twitch.tv, the league’s live-streaming partner, as well as Spark Foundry, Discovers agency.
“We appreciate working with our streaming partners, such as the NWHL, to build mission-driven initiatives that enable brands like Discover to not only connect with consumers but also pursue projects that align with their corporate values,” said Lou Garate, Global Head of Sponsorship Sales at Twitch.
“Discover supports hockey at all levels, and this partnership helps promote women’s professional hockey in the drive for wage parity in sports. We’re looking forward to more brands following their lead in supporting this important cause."
Author: Jack Finnie