HUB International Partners With PWHL in Canada
The multi-year deal makes HUB the official employee benefits partner of the Professional Women's Hockey League in its five Canadian markets, starting with the 2026-27 season.
Updated on Nov. 2, 2026 in Hockey
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HUB International has signed a multi-year partnership naming it the official employee benefits partner of the Professional Women's Hockey League in Canada. The deal covers the league's Canadian markets of Hamilton, Montreal, Ottawa, Toronto and Vancouver and begins with the 2026-27 season.
Why it matters
The partnership gives Canadian PWHL fans a visible corporate presence on broadcasts, in community hockey programming and at fan events. It also ties the league's growth in Canada to a major insurance and benefits brand as girls' and women's hockey participation reaches record levels.
Average in-arena PWHL attendance rose 28% last season, and Canadian girls' and women's hockey registration hit a record 121,000 players. The deal's financial terms were not disclosed.
The players
HUB International
A large insurance and employee benefits brokerage with more than 6,000 employees in Canada, which is using the deal to raise its national profile.
Professional Women's Hockey League (PWHL)
A professional women's hockey league operating in Canada and the United States, which is planning to expand to 12 teams.
The details
HUB's brand will appear on PWHL broadcasts and in community programming and fan experiences. HUB will also be presenting partner of the Hockey Heroes program, which invites fans to nominate women who coach youth hockey in each Canadian market, with a national honoree recognized at the PWHL Draft.
Timeline
October 30, 2026: Partnership announced.
2026-27 season: Partnership begins.
Season Trajectory
The partnership comes as the PWHL grows from its Canadian base toward a planned 12 teams across the US and Canada. It follows a season in which average in-arena attendance rose 28% and Canadian women's hockey registration reached a record.
Fans in Hamilton, Montreal, Ottawa, Toronto and Vancouver will see HUB branding during PWHL broadcasts and at community events beginning with the 2026-27 season. Hockey Heroes nominations will open in each market for women who coach youth hockey.
The takeaway
Fans who coach youth hockey can be recognized through the Hockey Heroes program, which invites nominations in each of the league's Canadian markets. The partnership signals that corporate investment in women's hockey is growing alongside participation.
What happens next
The partnership formally begins with the 2026-27 season, when HUB's branding is set to appear on PWHL broadcasts and fan programming.
Further reading
For more on the women's game across the country, explore Hockey coverage on Wisevoter.
Source note: This article includes information reported by Insurance Business.
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