'You're planting your brand flag': The power of brand building in the women's sports boom

On a cold day in the beginning of 2024, Alastair Merry and Mary Lou Bunn had a few questions for a public librarian in Ottawa, Ontario.

“If you could describe Ottawa and what it means to you in a couple words, how would you do it?” they asked. “What do you think of the spirit of the city?”

Merry and Bunn, along with the design firm Flower Shop that they co-founded, were hired by the then newly minted Professional Women’s Hockey League to create the nicknames and logos for the league’s inaugural six teams. They were traveling around North America to figure out what made those six cities tick.

As the ever-growing crop of new women’s leagues — at least eight have launched in the past three years — all aim for longevity, one of the cornerstones of any sustainable foundation is team branding. It encompasses everything from the nicknames to the color schemes and logos, and the PWHL has set a high bar there that other up-and-comers would love to emulate.

“It’s not like branding a dishwasher or a tablet,” Merry said. “This is somebody’s community. This is somebody’s life, going to watch these games.”

Successful leagues need legions of fans who will buy the merchandise, learn the chants and pass along their fandom. Strong team branding is central to all of that. The PWHL has only been around a few years, but its early success with fans has made it an interesting case study.

The league’s first season, which opened Jan. 1, 2024, was played without nicknames or logos. The names and designs, created by a partnership between the PWHL and Flower Shop, were released ahead of the second season.

That release had an impact, according to Kanan Bhatt-Shah, vice president of brand and marketing for the PWHL. When fans finally had their teams' identities at their fingertips, their involvement could grow deeper.

“These identities really help create this world that allows fans to access it in all the different ways in which they want to fan,” Bhatt-Shah said. “The same level of passion and fervor that existed (in the first season) still exists, there’s just more opportunities for it to come to life cohesively.”

By creating those opportunities, whether it be through merchandise or chants that become tradition, good branding has the potential to turn the initial enthusiasm for a new league into long-term fandom — and, thus, a long-term league.

And in the PWHL, it seems like fans are buying in. The league’s second season was bigger than the first in every measurable way — sales of PWHL merchandise doubled, engagement with league and team social platforms increased by 68% and average attendance jumped by 27% per outing due in part to Toronto and Montreal playing in larger venues, and a nine-game neutral site tour drawing 123,601 at NHL arenas.

The league's media rights arrangement, which lacks a major consolidated television deal, did not face major changes from the first season to the second.

“When you set a foundation for a sports team, it creates the subsets that continue to feed into the brand,” Bunn said about branding ripple effects. “Then you have fan groups, you have chants, you eventually have mascots. … Over time, there are things that come out of having a strong brand foundation.”

The power of strong branding has been a cornerstone of league launches for as long as professional sports have been around. Thomas O’Grady, the WNBA’s first creative director, created the branding for the W’s original eight teams in 1996. He knows that power well.

“You’re planting your brand flag when you come up with your new identity, and so you’re doing that for the players, for the team, for the community and for the league. It’s a pretty heavy lift when you think about the responsibility of the branding,” he said.

The PWHL branding "is spot on with almost everything there,” O'Grady added.

The PWHL notably differs from its WNBA predecessor in the nature of its relationship with the sport's male league. While the PWHL and NHL occasionally share rinks or lend each other marketing opportunities, the two leagues have no financial ties to each other — a large difference from the WNBA, which is partially owned and funded by the NBA.

The PWHL's funding comes from The Walter Group, named for the league's billionaire owner Mark Walter.

And it's expanding. The heavy lift of branding is starting all over again with the PWHL’s two new expansion teams, Seattle and Vancouver. They are eagerly awaiting their own nicknames and logos, which are expected to bring another surge of enthusiasm.

“You’re waiting to get that new jersey, the new hat, the new scarf, all those things that go with it that have the logo,” PWHL Seattle coach Steve O’Rourke said. “That’ll drive another wave for us.”

The two expansion teams will take the ice for the first time this fall when the puck drops on the PWHL’s third season.

As the league eyes further expansion and continues to grow its fan base, it’s yet to be seen how its future will pan out. But those bright logos will be front and center every step of the way.

“To be able to create brands that are going to stand the test of time and continue to amass energy behind them was part of the strategy,” Bunn said. “And it’s paying off.”

The Associated Press’ women in the workforce and state government coverage receives financial support from Pivotal Ventures. AP is solely responsible for all content. Find AP’s standards for working with philanthropies, a list of supporters and funded coverage areas at AP.org.

Flower Shop's co-founder and Chief Creative Officer Alastair Merry speaks about sketches of team logos for the Professional Women's Hockey League, Thursday, July 30, 2025, in New York. (AP Photo/Yuki Iwamura)

A screen shows the sketches of team logos for Professional Women's Hockey League designed by Flower Shop, Thursday, July 30, 2025, in New York. (AP Photo/Yuki Iwamura)

An employee works at Flower Shop, Thursday, July 30, 2025, in New York. (AP Photo/Yuki Iwamura)

Flower Shop's co-founder and Chief Creative Officer Alastair Merry presents the sketches of team logos for Professional Women's Hockey League, Thursday, July 30, 2025, in New York. (AP Photo/Yuki Iwamura)

Flower Shop's co-founder and Chief Executive Officer Mary Lou Bunn speaks as sketches of team logos for Professional Women's Hockey League are shown on a computer screen, Thursday, July 30, 2025, in New York. (AP Photo/Yuki Iwamura)

BETHESDA, Md.--(BUSINESS WIRE)--Jan 28, 2026--

Curator Hotel & Resort Collection (“Curator”), today announced the addition of Inns of Monterey, expanding its California footprint with five distinctive coastal boutique hotels in one of the state’s most iconic leisure destinations.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260128404368/en/

“We’re excited to welcome these charming boutique hotels as we continue to expand Curator’s community,” said Jennifer Barnwell, President of Curator Hotel & Resort Collection. “The Inns of Monterey deepen our presence in California and broaden our reach into new markets, building on an already robust portfolio of more than 35 independent hotels across the state. Each property reflects the spirit of Curator through distinctive character, intentional design, and strong ties to the local community.”

Curator empowers independent hotels to compete effectively in today’s hospitality landscape while preserving the individuality that defines each property. By leveraging preferred supplier relationships, cost-saving agreements, cooperative marketing programs, and a collective knowledge base, members gain meaningful advantages typically reserved for larger organizations—without compromising their autonomy.

The newest members of Curator Hotel & Resort Collection are:

Located in the heart of downtown Monterey, Casa Munras Garden Hotel & Spa is the city's only resort-style hotel, offering guests a serene escape with lush gardens and charming hacienda-inspired architecture. Reflecting California’s rich Spanish heritage, the property combines historic elegance with modern amenities in its beautifully appointed rooms and suites. Guests can rejuvenate at DESUAR Spa with expert treatments, or savor award-winning Spanish-inspired California cuisine at Estéban Restaurant, featuring both indoor and outdoor dining on a picturesque garden patio. Ideally situated near Monterey’s top attractions, Casa Munras provides an authentic and memorable Monterey experience for every visitor.

Monterey Bay Inn is an intimate coastal retreat perched on the edge of scenic Monterey Bay at the quiet end of Cannery Row. Guests are treated to panoramic ocean views and contemporary comfort in rooms with private balconies, fireplaces, and floor-to-ceiling windows. Each morning, a complimentary breakfast fuels exploration of Cannery Row and the coastal trail, while the rooftop hot tub offers a perfect place to unwind after a day of adventure. Monterey Bay Inn invites travelers to slow down, breathe in the fresh sea air, and experience California’s coastline at its most captivating.

Spindrift Inn offers a tranquil beachfront escape renowned for romance and rejuvenation. Charming, light-filled guestrooms feature coastal décor, luxurious bedding, plush furnishings, handwoven carpets, window seats or private balconies, and updated gas fireplaces. Most rooms provide expansive, unobstructed views of Monterey Bay, while others capture the charm of Cannery Row, famously depicted by John Steinbeck. Guests enjoy complimentary silver-tray breakfast delivered to their room and an afternoon wine and cheese service. Spindrift Inn is an ideal destination for a getaway, special occasions, adventure and a gateway to the beauty and adventure of California’s Central Coast.

Nestled amongst prolific gardens, Victorian Inn is one block from historic Cannery Row and offers guests a tranquil coastal experience that celebrates Monterey’s vibrant spirit and rich history. Most of the oversized guestrooms and suites, featuring marble fireplaces, writing desks, patios, and balconies with refreshing ocean breezes, are adjacent to the historic Lang House. Two guestrooms are located within the original home that has been updated with modern conveniences while maintaining its vintage charm. All guests enjoy a complimentary continental breakfast buffet in the Lang House dining room and are steps away from the Monterey Bay Aquarium, scenic shops, and restaurants. Outdoor adventures abound, from biking and kayaking to whale watching and beach strolls. The complimentary evening wine receptions brings a lovely close to the days—making Victorian Inn the ideal destination for an unforgettable stay.

Wave Street Inn offers a modern coastal escape in the heart of Monterey, close to Pacific Grove's Lovers Point, and right next to the popular Monterey Bay Coastal Trail. The hotel's beachy décor features contemporary art and pops of ocean-blue and starfish-orange accents for a sunny, laid-back, ocean-inspired vibe. Guests enjoy easy access to San Carlos Beach, Old Fisherman’s Wharf, and just a two-block walk to the renowned Monterey Bay Aquarium. Outdoor adventures, waterfront dining, and shopping are all nearby, making Wave Street Inn the ideal home base for exploring California’s central coast.

About Curator Hotel & Resort Collection

Curator Hotel & Resort Collection is a distinct collection of small brands and independent lifestyle hotels and resorts. Curator provides access to a wide breadth of program offerings to enhance the guest experience, improve employee engagement, provide additional marketing support, and drive incremental revenue, all while allowing the properties to retain their unique individuality. In addition, Curator offers the benefits of associating with other unique lifestyle hotels, resorts, and small brands while participating in best-in-class operating agreements, services, reporting, and technology. Visit www.curatorhotelsandresorts.com and follow us @CuratorHotelsResorts.

Inns of Monterey - Monterey, CA: Monterey Bay Inn (top left); Victorian Inn (top center); Wave Street Inn (top right); Spindrift Inn (bottom left); Casa Munras Garden Hotel & Spa (bottom right)