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."
With the puck dropping on the expanded third PWHL season on Friday, the league announced its 2025/26 broadcast schedule on Tuesday — with games now set to reach more than 96 million homes.
While all US games will continue to stream on the league's YouTube channel, national coverage will now also be available across FOX, Paramount, Scripps Sports, Gray Media, and TEGNA this season, in addition to previous regional partners like NESN, MSG Networks, KONG, and FanDuel Sports Network.
"The PWHL's broadcast strategy isn't about exclusivity — it's about accessibility," said PWHL EVP of business operations Amy Scheer in a league statement.
"We're ensuring fans everywhere can experience the speed, skill, and intensity of PWHL hockey. This approach allows us to continue expanding our audience, strengthen local connections, and showcase our world-class athletes on the biggest possible stage."
The expanded broadcast footprint of the PWHL mirrors the league's growth, with the 2025/26 season seeing both the addition of two franchises — the Seattle Torrent and Vancouver Goldeneyes — as well as an increase of 30 games, bringing the third campaign's total to 120 contests.
How to watch the 2025/26 PWHL season openers this week
The puck drops on the 2025/26 PWHL season with two games on Friday, beginning when the Toronto Sceptres visit the two-time defending champion Minnesota Frost at 7 PM ET, airing live across FOX9+, FDSN, NESN, TSN, and YouTube.
The nightcap pits the league's incoming expansion teams against each other, with the Vancouver Goldeneyes hosting the Seattle Torrent at 10 PM ET, with live coverage across KONG, NESN, TSN, and YouTube.
The PWHL is hitting the road once again, with the newly expanded third-year league adding seven new markets to the 2025/26 season's neutral-site Takeover Tour.
Across 16 regular-season matchups running from December 17th through April 7th, the pro hockey upstart will visit Calgary, Chicago, Dallas, Halifax, Hamilton, Winnipeg, and Washington, DC, for the first time, with Denver, Detroit, Edmonton, and Québec City returning to this season's lineup.
"The passion and support from fans, and the enthusiasm from cities eager to engage with our league, have fueled our ambition to grow the Tour for Season Three," PWHL EVP of business operations Amy Scheer said in Monday's league statement.
The inaugural 2024/25 PWHL Takeover Tour drew 123,601 fans across nine games, setting a new US pro women's hockey single-game attendance record when a crowd of 14,288 packed Detroit's Little Caesars Arena in March.
The success underlines the sport's booming popularity, with PWHL expansion teams Seattle Torrent and the Vancouver Goldeneyes joining the league's founding six clubs later this month after serving as Takeover Tour stops last season — setting a precedent for potential future markets.
"We're going to expand at least two to four teams next year," Scheer recently told members at an Ottawa City Council meeting. "We are in growth mode, and this league is exploding."
How to attend the 2025/26 PWHL Takeover Tour
The 2025/26 Takeover Tour ticket pre-sale kicks off on Thursday, with host markets opening general sales to all tour dates via thepwhl.com at 10 AM local time on Friday.
The two newest PWHL teams are re-introducing themselves this week, as the third-year league officially revealed the team names and branding for 2025/26 expansion sides Seattle Torrent and Vancouver Goldeneyes on Thursday.
"The Seattle Torrent and Vancouver Goldeneyes are bold, distinctive, and true to who we are as a league," PWHL EVP of business operations Amy Scheer said in a league statement. "Each team identity is deeply connected to its home — Seattle draws inspiration from the waterways that shape its landscape, and Vancouver from its abundance of unique wildlife."
While the Torrent's letter "S" evokes Seattle's waterways, Vancouver's branding utilizes a local city bird — the "fiercely protective Common Goldeneye" — for "its speed, strength, and precision in flight."
"The Goldeneyes name is powerful, bold, and tough," said Vancouver forward and local product Jenn Gardiner. "This identity is a perfect reflection of who we are, where we come from, and that we will be relentless to play against every single night."
While the PWHL always planned to unveil the expansion sides' individual identities ahead of the 2025/26 season, both teams will still follow suit from the league's inaugural year by sporting generic PWHL branding throughout their debut campaigns.
In what Scheer calls "the start of an incredible Pacific Northwest rivalry," both the visiting Seattle Torrent and host Vancouver Goldeneyes will make their PWHL debuts against each other when the puck drops on the league's third season on Friday, November 21st.
How to purchase Seattle Torrent and Vancouver Goldeneyes merch
While the Torrent and Goldeneyes will don generic jerseys this season, fully branded merchandise for the 2025/26 PWHL expansion teams hit the league's online shop for fans to purchase on Thursday.