Recent trademark filings made by the PWHL may be an indication of the team names or the league’s inaugural franchises.
According to DetroitHockey.net, six trademark applications were filed by PWHL Holdings, LLC. on Wednesday. Filed under the category of “Entertainment in the nature of hockey games; Organization of ice hockey games,” the proposed trademarks are the Toronto Torch, Montreal Echo, Ottawa Alert, Minnesota Superior, Boston Wicked and New York Sound.
The trademarked names were met with mostly negative reviews among hockey fans.
— Melissa B | Sports Nutritionist (@mbouf) October 26, 2023
The PWHL seems to be making a lot of unforced errors. My hypothesis is that the women’s hockey community is relatively small, and if you don’t bring in some new blood and new ideas, you’re going to get the same/similar outcomes and mistakes
— Stacey Abrams for Conn Smythe: A Hockey Podcast (@saucyrockets) October 26, 2023
Can’t believe we waited THIS long for PWHL branding to get these names, they’re criminally bad. Also Boston going from Pride to Wicked sure is… something
— MLE (@mackstreetboys) October 26, 2023
PWHL Holdings, LLC. is the same organization that applied for a trademark for the league’s new logo, which was officially unveiled on Tuesday.
“We love the prominence of the ‘W’ used in a clean and strong design that celebrates PWHL trailblazers and their legacy across women’s sports,” PWHL advisory board member Stan Kasten said in a news release. “When people see the logo, they will recognize how it represents women and immediately know it’s about hockey. The ‘W’ symbol speaks for itself but offers versatility to fit nicely when used inside our PWHL lettering.”
The PHWL was founded on Aug. 29, 2023, following the involvement of the Premier Hockey Federation (PHF), which was formerly known as the National Women’s Hockey League (NWHL). PWHL leadership includes Kasten, who also serves as the president of the Los Angeles Dodgers, Jayna Hefford and Brian Burke. The six GMs spearheading teams are Natalie Darwitz (Minnesota), Pascal Daoust (New York), Danielle Marmer (Boston), Gina Kingsbury (Toronto), Daniele Sauvageau (Montreal) and Michael Hirshfeld (Ottawa).
PWHL training camps are set to begin on Nov. 15. According to The Athletic, PWHL teams are permitted to invite between 28 to 35 players to training camp and must have their rosters reduced to 23 players by Dec. 11.
The 2023-24 PWHL schedule will consist of each team playing 24 regular season games — 12 at home and 12 away — in Year 1 before transitioning to a 32-game schedule going forward. There will be in-season international breaks during the IIHF women’s world championship and Olympics.