Hockey star Hilary Knight wouldn’t expect anything less. More than a year after the circuit was founded, the Professional Women’s Hockey League unveiled much-anticipated names and logos for all six franchises on Monday.
More than a year after the circuit was founded, the Professional Women’s Hockey League unveiled much-anticipated names and logos for all six franchises on Monday."It's tough,” said Knight, captain of the Boston Fleet. “Whenever you launch something, people are like, 'Oh, I don't know if I like it,' right? There's always sort of a mixed bag of reactions.
“The amount that Montreal's branding clears everybody else here is simply incredible,” said hockey YouTuber Nathan Murdock, known as “Grav,” on X. “I’ll say this: I like Montreal and New York’s logos a lot, and Toronto’s is fine,” posted Scott Wheeler, a writer at The Athletic. PWHL senior vice president of business operations Amy Scheer knew there would be some backlash after the announcement Monday, but took comfort in the league’s thorough process — one that included nine months of canvassing fans before identities were submitted in May.
Dr. Cheri Bradish, an associate professor in sports marketing at Toronto Metropolitan University, agreed that no name would satisfy everyone but emphasized the importance of the teams establishing their brands. While Montreal’s logo earned praise, the name “Victoire” sparked some discussion. People questioned whether phrases like “a victory for the Victoire” might sound redundant.
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