WestJet has partnered with the Northern Super League (NSL) to become the official airline of Canada’s first professional women’s soccer league and its six clubs. The partnership marks WestJet’s first sponsorship of a women’s professional sports league.

As part of the multi-year agreement, WestJet will provide transportation for all clubs, thus connecting players, fans and communities across the country. The brand will be featured prominently in stadiums across the country, as well as during national broadcasts on TSN, RDS and CBC Sports. The airline also plans to launch digital activations and social contests to get fans flying and attending games.

Jeff Hagen, VP of commercial development and strategic partnerships at WestJet, said the deal reflects the brand’s focus on supporting the league’s sustainable growth while providing an elevated experience for athletes and fans.

Although this is WestJet’s first sponsorship of a women’s league, Hagen said the company’s commitment to empowering women in sports is not new. According to him, the brand has been giving back to the community (including sports associations) for nearly two decades through programs like Caring for Our Community and Airport Community Giving, which allows WestJet employees to review and support flight donation requests based on local needs and priorities in their community.

“This partnership represents more than just travel – it’s an investment in the future of women’s sports in Canada,” Hagen said. “We’re proud to connect fans and players to the game while contributing to the league’s success.”

The NSL partners with WestJet after extending its sponsorship deal with DoorDash and signing Denmark-based sportswear apparel brand Hummel as the official kit provider of its teams. The league launched last year with DoorDash, CIBC and Air Canada as partners. It also teamed up with Bell Media and CBC/Radio-Canada to broadcast games live on TSN and RDS. Its second season will kick off in April, with six clubs representing major Canadian markets, such as Halifax Tides FC, Montreal Roses FC, Ottawa Rapid FC, AFC Toronto, Calgary Wild FC and Vancouver Rise FC.