Real estate brokerage brand Re/Max has inked a deal with the Professional Women’s Hockey League (PWHL) that makes the company and its Canadian realtors the official real estate agents of the league.

With this agreement, Re/Max acquires exclusive marketing rights to the league for its inaugural 2024 season. The company will run ads during broadcast of the games on select PWHL partner networks, such as Sportsnet, TSN and CBC, and will place additional ads in the Ottawa and Toronto arenas. PWHL’s social networks will also promote Re/Max on a weekly basis.

Agency True Media is handling media buying and Arrivals and Departures is in charge of creative. The partners don’t have concrete plans on the creative front yet.

“As women’s sports become more popularized in Canada – and around the world – we saw an opportunity to collaborate with an organization like the PWHL that align with our continued commitment to promote inclusivity and support women in sports,” says the company’s executive director of marketing, Anthony Volpini.

This partnership follows Re/Max’s agreement with the Women’s National Basketball Association (WNBA) of Canada, that landed in March 2023. With that deal, Re/Max became the WNBA’s official partner and acquired the rights to promote the games. The agreement marked the first of its kind for the WNBA, which held its inaugural preseason game in Toronto in May.

Meanwhile, the PWHL has been focused on securing partners for its first-ever season. Recently, it named Air Canada as its premier partner and the league’s official airline. Air Canada will promote PWHL through social media and a new campaign. PWHL also entered a multi-year partnership with Rogers Communications that will allow the company to act as the league’s official telecommunications partner, with Rogers broadcasting live games, as well as behind-the-scenes content on the lives of the league’s top players.

PWHL’s season started on Jan. 1 and will end on May 5 of this year.

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