BIC Soleil is once again the official razor of the Professional Women’s Hockey League (PWHL) and its Toronto, Montreal and Ottawa teams. According to the brand, the partnership builds on the success of the league’s first season and reflects its dedication to gender equality and female athlete empowerment, emphasizing the value of inclusion in the sports community.

“We’re committed to helping women build confidence, and there’s no better way to do that than to team up with the league that inspires women across Canada,” said Pasqua Chimienti, brand marketing manager of shavers at BIC. 

For this new season, BIC is planning to launch several activations to interact with fans. Those attending Toronto Sceptres, Ottawa Charge and Montréal Victoire games will have the opportunity to win a BIC prize package by participating in contests during TV timeouts. The brand also plans to shoot social media advertising and partner with athletes to create new content.

A BIC spokesperson tells MiC that in this second season the activations remain similar to last year’s, with the exception of the TV time-outs, which have been switched to an animated version to attract more fans and get the whole audience involved in the fun.

“BIC’s commitment to creating fun, interactive experiences for our fans has helped enhance the game-day atmosphere and deepen engagement,” said Chelsea Purcell, PWHL senior director of corporate partnerships.

The partnership with BIC comes on the heels of the PWHL’s appointment of Bravado Designs as an official partner of the league, which will give it a prominent presence in the stadium during games. Fans will also have the opportunity to interact with the intimate apparel brand through pop-ups and activations this season. Other brands that have signed on as league partners include Hyundai, Molson, Mattel, Re/Max, Air Canada, Rogers and Pizza Pizza.

A recent Vividata study found that nearly four million (3.7 million) Canadian adults are PWHL Fans and follow at least half of the regular or playoff games. PWHL fans tend to be younger; about 30% are under 35 years old with a higher proportion of women (46%) fans compared to the NHL (44%). Most PWHL fans also say they are more likely to notice and respond to sponsorships when they relate to sports content. This is most evident among those under the age of 35.