PWHL Scores Sweet Deal: AERO Partnership Signals Growing Momentum for Women's Hockey

NEW YORK, NY – November 20, 2025

The Professional Women’s Hockey League (PWHL) continues to gain momentum, both on and off the ice, with a new partnership announced today between the league and AERO, Nestlé Canada’s iconic chocolate bar brand. The multi-faceted deal, beginning with the 2025-2026 season, designates AERO as the ‘Official Chocolate Bar’ of the PWHL, encompassing in-game activations, digital branding, and sponsorship of the popular ‘Jocks in Jills’ podcast. This partnership signifies not only a financial boost for the burgeoning league but also a broader trend of corporate investment in women’s sports, recognizing the growing fanbase and marketing potential.

A Rising Tide: Corporate Investment in Women's Sports

The AERO-PWHL partnership isn't an isolated event. It’s part of a significant shift in the sports sponsorship landscape, where companies are increasingly recognizing the value of investing in women’s leagues. “We’re seeing a real turning point,” says one industry analyst. “For years, women’s sports were overlooked, but now, with increasing viewership, passionate fanbases, and compelling athlete stories, brands are realizing there’s a massive untapped market.” The PWHL, in particular, has attracted a diverse range of sponsors, including Canadian Tire, Scotiabank, and Air Canada, demonstrating its ability to attract significant corporate interest. These sponsors aren’t simply fulfilling diversity quotas; they’re making strategic business decisions based on the league’s growth potential. The league has experienced a 52.5% increase in attendance and a 27% surge in average attendance per game in its second season, underscoring the increasing popularity of women’s professional hockey. This rising tide of viewership and engagement is what’s attracting brands like AERO.

Beyond Brand Alignment: Nestlé’s Strategy and the PWHL

For Nestlé Canada, the partnership with the PWHL appears to be a natural extension of its broader corporate values, particularly its focus on community involvement and health & wellness. The company’s “Creating Shared Value” philosophy emphasizes integrating social impact into core business strategy. “They’re looking for partnerships that align with those values,” explains a marketing consultant familiar with Nestlé’s approach. “The PWHL represents an opportunity to support female athletes, promote physical activity, and engage with a passionate fanbase, all while building brand awareness.” While specific financial details of the deal remain confidential, it’s clear that Nestlé sees significant marketing potential in associating its AERO brand with the league. The sponsorship of the ‘Jocks in Jills’ podcast is particularly strategic, allowing AERO to connect with dedicated PWHL fans on a more intimate level. This focus on targeted marketing aligns with a broader industry trend towards personalized brand experiences and authentic connections with consumers. The brand’s recent “Mind Bubbling” campaign, focused on sensory indulgence, suggests a willingness to connect with consumers on an emotional level, which aligns well with the inspiring stories of PWHL athletes.

The Impact on the PWHL: Sustainability and Player Opportunities

The financial injection from sponsors like AERO isn’t just about boosting the league’s profile; it’s about ensuring its long-term sustainability and creating opportunities for its athletes. “These partnerships are critical for building a viable future for women’s professional hockey,” says a sports economist. “For too long, female athletes have been forced to struggle for financial stability and recognition. Corporate investment is helping to level the playing field.” The increased revenue will allow the PWHL to offer better salaries, improve training facilities, and expand its reach. This investment is particularly crucial in a sport where many athletes have historically had to supplement their income with second jobs. Moreover, the league’s success is attracting a new generation of talented players, ensuring a bright future for women’s hockey. The addition of two new teams in Seattle and Vancouver for the 2025-2026 season, with over 10,000 combined season ticket member deposits already placed, further validates the league's growing appeal and financial stability. The AERO partnership, along with other corporate sponsorships, is helping to create a professional and sustainable league for female hockey players, providing them with the resources and opportunities they deserve.