On Monday, Sept. 9, the Professional Women’s Hockey League (PWHL) announced the six founding teams’ official names and logos. In its inaugural season last year, the teams were known simply as their cities and colors: Boston, green; Minnesota, purple; Montreal, maroon; New York, teal; Ottawa, red; and Toronto, light blue. This season, Boston will step onto the ice as the “Fleet.”
According to the team, the name speaks to Boston’s rich maritime history, and was chosen also for “fleet”’s unified connotation that represents players, fans, and Bostonians.
“A fleet stands for strength in numbers,” Amy Scheer, the PWHL senior vice president of business operations, said. “That’s what Boston sports fans represent. They turn out, show up, and support their teams.”
The forward leaning “B” that accompanies the Fleet features the classic Boston dark green, along with waves and the shape of an anchor to highlight the nautical aspect of the team identity.
Even last season without a formal name to attract fans, Boston’s team (and all of the PWHL) sold out of merchandise online and boasted long lines for in-person stands. This year has followed the same pattern, with new Boston Fleet shirts and hoodies selling out almost immediately.
It is clear fans are excited for round two—aligning themselves with the newly minted team identities after showing up to games last year in droves. The United States’ professional women’s hockey attendance record was set on March 16 between Boston and Ottawa with 13,736 attendees. The previous record was 13,316, set only two months before on Jan. 6 between Montreal and Minnesota. The latter team just edged out Boston in the finals last season, winning three games to two.
“As we launch season two, we’re elevating that pride with new identities that truly embody the spirit of each club,” said Jayna Hefford, PWHL senior vice president of hockey operations.
The PWHL’s increasing popularity has brought more awareness to all of women’s hockey, generating more money and favorable attention for the sport.
“They are the city’s only female professional sports team right now, yet they already have all these fans,” Hefford said. “Now they have this to rally around.”
Last season, the beverage brand Molson sponsored PWHL and catered their aid specifically for the female players with their “See My Name” campaign. On the jerseys, the sponsor’s name was featured at the top and the players’ on the bottom below the number, since most women have longer hair that would cover their last name if it was placed at the top like on traditional gear. Molson hoped this change would bring more recognition to the players, considering it a unique pilot project on their mission to help elevate women’s hockey.
This year, hockey equipment and apparel brand Bauer will become the first official jersey partner of the PWHL with the newly unveiled team identities and logos. They will offer players sticks and skates, along with shoulder pads and base layers designed specifically for women.
Bauer’s “Grow the Game” initiative has created fun, accessible introductory programs to get more young girls interested in hockey, breaking down barriers with an effort designed uniquely at welcoming in girls and their families. A portion of jersey sales will help create one of those programs in order to get more girls involved in the sport and grow the PWHL fan base. The player and replica jerseys will be displayed before the start of this upcoming season.
The 2024-25 season will likely begin in November, finish regular games in February, and feature playoffs in March. The mighty force of the Boston Fleet will be returning to the Tsongas Center in Lowell, Mass.
