“We All Fly”: Air Canada’s ad campaign for Women’s Hockey League

On Dec. 28, a few days before the league’s opening game on Jan. 1, Air Canada announced it would be the Inaugural Premier Partner of the Professional Women’s Hockey League (PWHL) and the Official Airline for the league’s first six teams.

The sponsorship puts Air Canada at the center of the revival of women’s hockey, with the PWHL being the first unified league in North America after the collapse of the Canadian Women’s Hockey League in 2021.

The “We All Fly” ad campaign will premiere ahead of each PWHL home opener and features a cadre of young PWHL hopefuls alongside Canadian hockey legend Mélodie Daoust.

As part of the partnership, Air Canada gets IP rights for all six PWHL teams, official jersey branding rights for Montreal’s team, and broadcast, in-venue, and in-market assets. Air Canada will also provide travel support for the league and promote the PWHL and its future stars across marketing and communications channels.

“To partner with the PWHL and be part of this historic moment in hockey history is incredibly exciting and meaningful to all of us at Air Canada,” said Andy Shibata, Vice President, Brand at Air Canada. “As Canada’s national carrier, and a longstanding supporter of Canadian sports, this partnership reflects the love we share with our customers for hockey, as well as our work in championing gender equality in the aviation industry.”

“We’re delighted to team up with Canada’s national carrier as an Inaugural Premier Partner and Official Airline to the PWHL,” said Amy Scheer, Senior Vice President of Business Operations, PWHL. “We feel privileged to fly with Air Canada, a connection that reflects our shared values and the enormous potential for the league, its players and our future stars, as we take the sport to new heights.”