Role of fan engagement in the success of the Professional Women's Hockey League

Women's professional hockey in North America has historically faced financial instability, leading to the dissolution of leagues such as the National Women's Hockey League and the Canadian Women's Hockey League. The Professional Women's Hockey League (PWHL) emerged in August 2023 and was marketed as a “first of its kind” women's professional league, focusing on sustainability and built on core values of inclusivity, community, and longevity. This study aimed to analyze the role of fan engagement and responses to the PWHL to better understand the factors contributing to its early success, specifically through online discourse. A mixed-methods content analysis was employed, guided by Mehrabian and Russell's Stimulus–Organism–Response paradigm. The research examined posts and comments on the official PWHL Instagram page (@thepwhlofficial) from 1 January 2024 to 31 December 2024. Data collection involved a two-stage process: initial categorization of posts and quantitative measurement of fan engagement, followed by a thematic analysis. Two overarching themes emerged: (1) League Legacy and Achievements and (2) Community Engagement and Social Justice. These findings suggest a model for the development and sustainability of women's professional sports that prioritizes social values, community building, and longevity over traditional sports paradigms.