PWHL in NHL 25, Denmark’s Sustainable Sports Events, and the Green Action League

Welcome to this week’s edition of the Purposeful Partnerships Report, your go-to source for insights on purpose-driven partnerships in the sports industry. In this edition, we’re highlighting the PWHL teams debut in NHL 25, Denmark’s collaborative approach to sustainable sporting events, and the exciting launch of the Green Action League. Let’s dive in!

PWHL Teams Debut in EA Sports NHL 25

The Professional Women’s Hockey League (PWHL) continues to build momentum heading into its second season with a series of major announcements. Alongside securing Canadian broadcast partners and unveiling the Takeover Tour—featuring neutral-site games across North America—the league has announced a multi-year partnership with EA Sports to integrate PWHL teams into NHL 25.

EA Sports is taking a significant step in amplifying women’s hockey with the inclusion of all six PWHL teams in NHL 25. This addition, set to launch as part of the game’s highly anticipated holiday update on December 5, 2024, marks a milestone in the league’s mission to grow its presence and elevate the women’s game.

Expanding Representation in Gameplay

The Boston Fleet, Minnesota Frost, Montréal Victoire, New York Sirens, Ottawa Charge, and Toronto Sceptres will be available across key game modes, including Play Now, Online Versus, Shootout, and Season. Additionally, fans can engage with PWHL content through World of Chel, where team uniforms will be featured, and Hockey Ultimate Team, which will include PWHL players, logos, and team kits.

The update also introduces the Walter Cup, the league’s championship trophy, further embedding the PWHL into the broader NHL 25 experience.

Pioneering Growth Through Collaboration

This partnership showcases the innovative ways a new league can seamlessly integrate into sports culture and establish itself as a household name. By aligning with the world’s most popular hockey video game, the PWHL places itself directly in front of the hockey community, effectively bridging the gap between gaming and live sports. It will be fascinating to see the data on the PWHL team and player usage once this partnership is live on the game.

Denmark’s Collaborative Approach to Sustainable Sporting Events: A Global Benchmark

Denmark is setting a new standard for sustainable sporting events, leveraging innovative partnerships and environmental stewardship to establish itself as a global leader. Renowned for its commitment to sustainability, Denmark has solidified its position as a premier destination for international competitions. Upcoming marquee events, such as the 2025 IIHF Ice Hockey World Championship and the 2025 Men’s Handball World Championship, underscore the nation’s leadership in this arena.

The "Event Triangle" Model

Central to Denmark's success is the "event triangle"—a unique collaboration between sports federations, host cities, and venues. This model fosters a shared responsibility for environmental and social sustainability, ensuring that the legacy of each event extends beyond the competitions themselves. According to Sport Event Denmark, this framework seamlessly integrates sustainability into every stage of event management. By focusing on waste reduction, circular economy strategies, responsible food sourcing, and inclusive volunteering programs, Denmark is not only hosting events but also shaping the future of sustainability in sports.

Learning from Past Successes

Denmark’s innovative approach has yielded impressive results. The 2023 Women’s Handball World Championship, co-hosted with Sweden and Norway, highlighted Denmark’s ability to implement effective sustainability campaigns. Initiatives promoting litter awareness and waste separation engaged thousands of spectators across arenas, earning the event acclaim as the most sustainable Handball World Championship to date. Additionally, Denmark’s sailing events in Copenhagen and Aarhus have been lauded for their exceptional organization and eco-conscious practices, further demonstrating the country’s commitment to sustainable event management.

Paving the Way for the Future

Denmark’s dedication to sustainability extends well into the future. The successful bid for the 2029 UCI Road World Championships and the upcoming UCI Mobility & Bike City Forum in 2025 reflect Denmark’s reputation as a hub for eco-friendly sports. These events not only showcase Denmark’s sustainable practices but also enhance its prospects for hosting the 2030 Youth Olympics in Copenhagen.

Conclusion

Denmark’s comprehensive and collaborative approach to sustainable sporting events exemplifies how nations can lead by example. Through the "event triangle" model, successful past initiatives, and ambitious future plans, Denmark is not only enhancing its reputation as a top destination for international competitions but also driving significant progress in the realm of sustainability. As other nations look to Denmark’s achievements, the global sports community can look forward to a more sustainable and responsible future.

For more information on Denmark’s sport strategy click here.

Green Action League: Global Sports Teams Unite for Sustainability

Arsenal, the Los Angeles Rams, Denver Nuggets, and Colorado Avalanche have joined forces to launch the Green Action League, an innovative sustainability competition that brings together fans from across different sports and continents. Running from November 11 to December 1, 2024, this exciting initiative invites supporters of European football, American football, basketball, and ice hockey to compete by adopting greener habits, all while making a tangible environmental impact.

A Global Movement for a Greener Future

Powered by Ball Corporation and hosted on the Planet League platform, the Green Action League encourages fans to take simple, meaningful actions—such as recycling aluminum cans, choosing plant-based meals, and participating in community cleanups. Each green action earns "green points" for the fan's favorite team, fueling an inter-team competition to crown the fanbase with the "greenest fans" title.

Fans can engage both individually and collectively, with top performers earning exclusive rewards like game tickets, meet-and-greets with players, and signed merchandise.

Power of Digitized Environmental Stewardship

This collaboration is particularly exciting because it unites fans from across the sporting world around a common goal—sustainability. The digitalization of environmental stewardship through Planet League offers an innovative approach, providing teams with valuable insights into their fanbase’s appetite for sustainability. It also gives brands a unique opportunity to gauge what sustainability initiatives resonate most with sports fans, offering a great sample size for future strategies.

This initiative not only demonstrates the power of collective action in tackling climate change but also sets a precedent for future fan engagement. I hope to see more teams and leagues embrace Planet League as a powerful tool to connect with fans and align more closely with sustainability efforts.

With two weeks remaining in the competition, the Colorado Avalanche are currently in the lead with 18,915 points! If you want to track the competition click here.

That brings this edition of the Purposeful Partnerships Report to an end. I hope you enjoyed the read. Stay tuned for the next edition, where I interview the people building Halifax Tides FC.

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