Celebrating Women's Sports at the PWHL Battle on Bay Street
This past Saturday, I attended the 2nd Battle on Bay Street at Scotiabank Arena, where the Toronto Sceptres hosted the New York Sirens in front of a sold-out crowd of 19,102. The game was fast-paced and exciting, with six goals scored between the teams and the hometown Sceptres coming out on top with a 4-2 win. It was my first time seeing a PWHL game live, and it did not disappoint. The crowd was energetic and involved throughout the game, reacting to every goal, giveaway, and even the Timbits players taking the ice during intermissions! It was great to see such strong support for women’s hockey and to be part of an event that showcased the sport so well. The league’s partners also played a key role in enhancing the event, with well-executed activations and promotions that blended seamlessly into the afternoon. With that in mind, let’s dive into some of the moments that stood out to me.
Toronto’s Women’s Sports Teams Unite
The Battle on Bay Street was truly a celebration of women’s sports, and staying true to that theme, all of Toronto’s professional women’s teams were represented at the game. Both AFC Toronto and the Toronto Tempo made appearances, adding to the excitement and energy in the arena.
The Toronto Tempo, set to tip off in May 2026, were officially introduced to the sold-out crowd as their President, took centre stage to drop the puck and start the game. The cheers and support for a team that hasn’t even begun playing yet were incredible and a clear sign of the city’s enthusiasm for WNBA basketball.
AFC Toronto was also prominently featured during the event, with some of their players showcased on the jumbotron. The team received a loud and warm welcome from the crowd, marking a memorable introduction to their new home city. With the NSL and AFC Toronto's season kicking off in April, this was the perfect opportunity to introduce the team to the city's passionate sports community.
These moments reinforced the main sentiment I noticed throughout the night: anything that amplifies women’s sports has a place in the partnerships and production of the event. Women’s sports are gaining momentum, and when these teams work together, they create a powerful force in the sports market, something fans in Toronto are excited to rally behind.
Molson See My Name Campaign
One partnership that stood out prominently during the game was Molson’s nameplate on the back of every player’s jersey. This initiative is part of the ‘’See My Name’’ campaign, one of my favorite partnerships of 2024. Launched on International Women’s Day last year, the campaign introduced a redesigned jersey aimed at bringing greater visibility and recognition to the league's players. Traditionally, players' names are often obscured by their hair, but Molson addressed this by shifting the nameplate below the number. In doing so, Molson has symbolically "covered" its own name to ensure the player’s name is seen.
This sponsorship perfectly aligned with the overarching theme of the night: amplifying PWHL players and celebrating women’s sports. It wasn’t about taking over or stealing the spotlight; it was about enhancing the players' presence and making their contributions more visible. This also highlights the allure and payoff of these partnerships. When a partner finds an effective and genuine way to collaborate with the PWHL, the result is a deeply integrated partnership that benefits both the league and the partner.
Creative Activations: Engaging Fans and Showcasing Partnerships
Another aspect of the game I really enjoyed from a sponsorship perspective was how the jumbotron was used to keep fans engaged while showcasing league partnerships in fun and creative ways. Two standout activations were the Barbie Dance Cam and Canadian Tire’s My Team. My Sign.
The partnership between Barbie and the PWHL has always felt like a natural fit, and the fans clearly agreed, as the abundance of Barbie-themed PWHL merchandise throughout the arena was remarkable. The You Can Be Anything tagline was prominently displayed around the arena, serving as a powerful reminder of what Barbie and the league have in common. This message came to life during the Dance Cam, which showcased fans having fun and embracing the game’s high-energy atmosphere. It was a simple yet effective activation that tied Barbie’s empowering brand identity seamlessly into the excitement of the event.
Canadian Tire’s My Team My Sign activation was more interactive. Before the game, fans could stop by Gate 1 to create their own signs at the sign making station, and during the promotion, the jumbotron encouraged fans to hold them up for everyone to see. It was a great way to get the crowd involved and added a personal touch to the fan experience with a customized souvenir fans could take with them after the game.
Both activations amplified the energy and excitement in the arena, making them a perfect complement to the overall atmosphere of the game. They not only kept fans engaged but also highlighted how well-aligned partnerships can enhance the experience for everyone.
Conclusion
The Battle on Bay Street was more than just a hockey game; it was a celebration of how far women’s sports have come and a testament to the incredible momentum they continue to build. From the sold-out crowd at Scotiabank Arena to the thoughtful partnerships and creative activations, the event perfectly showcased the excitement and potential of the PWHL.
What made the event even more impactful for me was the atmosphere in the arena. Seeing fans of all ages come together to celebrate sports for what they truly are fun, exciting, and unifying was truly special. The PWHL provides a unique experience, unlike any other sporting event I’ve attended, with an energy and authenticity that are both refreshing and unforgettable.
It’s clear that women’s sports are not only gaining traction but also carving out a strong, purpose-driven space in the sports industry. Events like this highlight the power of collaboration between teams, leagues, and their partners to create unforgettable experiences for fans while laying the groundwork for long-term success. If the Battle on Bay Street is any indication, the future of women’s hockey and women’s sports as a whole is incredibly bright.
