The PWHPA received a $1 million “corporate commitment” from Secret Deodorant, the organization announced Thursday. According to the release, it is the largest ever made in North American professional women’s hockey.
They also announced general plans for the upcoming season of six Showcase events, cash prizes, and a Secret Cup. The money from Secret Deodorant will fund the cash prizes and, according to the Canadian Press, help them “continue operations and market its players.”
“COVID-19 affected our positive momentum and threatened our upcoming season. We’re so thankful for Secret’s ongoing support of the PWHPA,” said PWHPA Operations Consultant Jayna Hefford in their release.
The format fits well with the organization’s new model laid out in May. The PWHPA consolidated into five training hubs and will have dedicated Showcase teams based on tryouts for each, as opposed to the eight hubs and rotating rosters. The changes were based on feedback from players after their first season.
Last season, Secret was a title sponsor for the largest Dream Gap Tour stop, their January 2020 event in Toronto, which featured six teams and six games.
“As a brand committed to empowering and emboldening women, we can’t stand by and see gender equality unravel. Secret® proudly stands with the PWHPA and its players to fight for a new professional league to ensure all players – regardless of gender – are given the same chance and support to play,” says Secret® Senior Brand Director Lisa Reid.