Mattel Canada has partnered with the Professional Women’s Hockey League (PWHL) to become a sponsor for the league’s inaugural season and teams in Toronto, Montreal and Ottawa.

The partnership includes a series of kid-friendly videos presented by Barbie, in which PWHL players share their personal stories. The videos will be published on broadcasters and social media platforms. Additional activations include in-arena rink boards and in-game moments.

PWHL senior VP of business operations Amy Scheer said this partnership “will amplify the league’s positive role models and champion the belief that a girl can be anything she wants to be, including a professional hockey player.”

“Barbie represents female empowerment, and like the PWHL, breaks down gender barriers to redefine what’s possible for women and girls of all ages,” she added.

PWHL has been securing several partners for its its first-ever season. Recently, it landed Pizza Pizza as sponsor. The partnership includes broadcast spots, social activations, and a TV-visible rink board at each Canadian game. The PWHL also signed a multi-year deal with Rogers Communications in January, which allows the media company to act as the league’s official telecommunications partner, broadcasting live games and behind-the-scenes content on the lives of the league’s top players.

Re/Max also became a league partner this year. As part of the partnership, the real estate company is running ads during game broadcasts and placing additional spots in the Ottawa and Toronto arenas. Air Canada is another sponsor of the PWHL, and is promoting the league through social media and a new campaign.

The inaugural PWHL season kicked off on Jan. 1 and includes 72 games. It ends on May 5.

Photo via Unsplash