The PWHL is rapidly looking to ramp up expansion, with EVP of business operations Amy Scheer saying this week that the third-year pro hockey league could welcome "two to four" new teams as soon as next year.
"If I was a betting woman, I'd say it'd be four teams. And then I think we'll hold at 12 for a bit," she told CNBC Sport, noting the league's immediate success with 2025/26 expansion sides the Vancouver Goldeneyes and the Seattle Torrent — the latter of which shattered the US women's hockey attendance record in their Friday home opener.
Accordingly, the PWHL will continue testing possible new markets using the league's historically packed Takeover Tour, with this season's 11-city route expanding to feature seven new host venues.
"What does the support of women's sports look like there?" Scheer said, outlining the league's criteria for assessing potential markets. "If there's an NHL team, what does that look like? Or from the building, is there government support there? How does it impact travel? So there's a lot of factors."
As for the league's notably speedy expansion pace, Scheer told Front Office Sports that the PWHL has "proven that time is overrated."
"The more our numbers grow, the more value we have as a league, the more value we have against our partnerships we sell, the more merchandise we sell," Scheer explained. "Those two things — growth and profitability — are not separate."