PWHL executive says fast-paced growth reflects surging demand and is validated by new investors

PWHL executive Stan Kasten said the goal all along was to begin taking on outside investors once the league doubled in size in reaching 12 teams.

The only flaw in the projection was Kasten — and most everyone else — never anticipating getting there after just three seasons.

“We thought we’d get there in Year 10 or 12,” said the 74-year-old Kasten, whose resume includes executive roles with teams in major league baseball, the NBA and NHL. “And here we are after two-and-a-half years. It’s extraordinary.”

The PWHL’s fast-paced growth reflects surges in attendance, sales and viewership, particularly after the U.S. won gold at the Milan Cortina Games. And the upward trajectory so far belies concerns that the league is taking on too much, too soon.

“I want to hear the case for going slower. I can’t imagine it,” Kasten told The Associated Press.

Though the PWHL has yet to turn a profit, Kasten said its expansion plan and business model are validated by fan support. And it’s reflected in the confidence of the business community, with the Detroit-based Ilitch Cos. and Toronto-based Kilmer Sports Ventures coming on board as the first outside investors.

Outside observers agree.

“Would you tell a men’s league to go slow if they saw a real upside in a developing market? You just wouldn’t,” said Jane McManus, a New York University professor at the Tisch Institute for Global Sport and author of the book, ‘The Fast Track: Inside the Surging Business of Women’s Sports.‘

“I’ve seen it firsthand,” McManus said, referring to being part of the sell-out crowd attending a PWHL game at Madison Square Garden in April. “You’d never tell somebody to put a cap on that if it’s happening on the men’s side.”

McManus credited the PWHL for moving quickly in a coast-to-coast expansion as a way to stake its claim and guard against the possibility of competing leagues in women's hockey. Another key, she said, was the league having a single-entity ownership model in centralizing planning decisions.

The league’s structure is headed by founders and primary financial backers Mark and Kimbra Walter, who work together with the PWHL’s advisory board in overseeing operations.

Walter committed hundreds of millions of dollars to launch the six-team league in June 2023 by reaching a deal with the then-Professional Women’s Hockey Players’ Association and buying out the assets of the rival Premier Hockey Federation. The PWHPA featured the world’s top players, including a majority of members of the U.S. and Canadian national teams.

With the North American stars on board, McManus said, the foundation was in place to establish a top league and draw international talent from Europe.

University of Colorado-Denver professor Sarah Fields said the coming years will determine whether the PWHL is on the right track. But she is encouraged by what she’s seen.

“Give credit to the Walters because they took a big swing. And it looks like they’re going to have great success,” said Fields, whose specialty is the history of women’s professional sports teams. “If I had the kind of money to invest that the Walters do, I’d do the same thing. I think this is a pretty good bet.”

Montreal Victoire forward and PWHL Players Association president Laura Stacey placed her faith in PWHL leadership in determining the pace of expansion.

“If they’ve done this and made it this incredible in three years, then I trust that four more (teams) is exactly what we need,” Stacey said at the league’s awards ceremonies in Detroit last week. “People are thriving and really want to be a part of this sport and this movement. I think we’re ready for it.”

With new teams in Detroit, San Jose, Las Vegas and Hamilton, Ontario, the PWHL has ambitious plans for Year 4 and beyond. Discussions include hosting an All-Star game, playing an outdoor game and adding games in Europe.

The league’s average attendance last season of 9,304 represented a 28% jump over 2024-25 and up 71% from its first season. Merchandise sales doubled last year. And the league’s viewership on YouTube rose by 77%, with more than a third representing new viewers.

With the Canadian Press reporting Kilmer’s stake being $100 million, the addition of partners essentially represents an early buy-in for the two investors. The Ilitch family previously expressed interest in purchasing a franchise during the PWHL's first expansion phase in adding Vancouver and Seattle a year ago.

McManus projects the PWHL to be in position to one day begin selling off its franchises to private ownership with six-figure returns. By comparison, WNBA teams 10 years ago were valued at about $25 million each, before recently making a drastic jump. The Golden State Valkyries are now estimated to be worth $1 billion.

“I hope Mark Walter gets absolutely filthy rich, even richer than he is now because of putting his money in this league,” McManus said. “I hope he sells those franchises off in like five years for $500 million each.”

AP women’s hockey: https://apnews.com/hub/womens-hockey

FILE - Los Angeles Dodgers owner and chairman Mark Walter speaks during a baseball news conference in Los Angeles on Sept. 21, 2018. (AP Photo/Alex Gallardo, File)

FILE - NHL Network's Jamie Hersch, center, announces the PWHL women's hockey expansion team beginning in the 2026-27 season, May 13, 2026, in Las Vegas. (AP Photo/Mark Anderson

FILE - The Montreal Victoire pose for a photo with the PWHL Walter Cup after the team's win against the Ottawa Charge, in Ottawa, May 20, 2026. (Justin Tang/The Canadian Press via AP, File)

PARIS (AP) — Millions of people across France woke up drenched in sweat on Tuesday after another night of scorching heat, with most of the population exposed to extreme and exceptional temperatures.

Temperatures will remain exceptionally high around the clock as the national weather service, Meteo France, placed 54 departments under a red heat wave alert. That is about half of the country.

In a country without widespread air-conditioning, schools, trains and sporting events remain impacted, while some 20 drowning deaths have been reported since the weekend.

Human-caused climate change is tied to increasingly extreme weather, and U.N. climate agency projections say the next five years should shatter more heat records.

“Sunshine continues to dominate across France, maintaining oppressive and exhausting heat throughout the country,” Meteo France said. Extreme conditions are expected to last at least until the end of the week, with daytime highs above 40 degrees Celsius (104 degrees Fahrenheit) in many towns.

“Further record-breaking temperatures are expected, including some that could surpass all previous records, regardless of the time of year,” Meteo France said.

The heat wave is exceptionally intense, coming very early in the summer, “but with a still uncertain duration,” the weather service said. It has already been compared to the August 2003 heat wave, when the highest temperatures in over half a century caused an estimated 15,000 deaths, many of them among older people in apartments and retirement homes without air conditioning.

France introduced a heat watch warning system after that heat wave.

Europe is the world’s fastest-warming continent, with temperatures increasing twice as fast as the global average since the 1980s, according to the European Union’s Copernicus Climate Change Service.

Over the last four years, more than 200,000 people across Europe died from heat-related causes, and most of those deaths were preventable, the World Health Organization’s Europe office said this month. The above-average temperatures can cause heat exhaustion and life-threatening heat stroke.

Across the British Channel, the Met Office issued a red extreme heat warning for Wednesday and Thursday, with forecasts suggesting June’s all-time daily temperature record could be broken.

Temperatures of around 37°C (98.6 F) are expected in southern England, with up to 35°C (95 F) in southeast Wales. The peak of the heatwave is now forecast for Wednesday and Thursday, when highs could reach at least 39°C (102.2 F). Conditions are expected to ease by Friday, the weather agency said.

The EU monitoring agency found that in Europe and globally, 2024 was the hottest year on record and the continent experienced its second-highest number of “heat stress” days.

Scientists warn that climate change is exacerbating the frequency and intensity of heat and dryness, especially in southeastern Europe, making the region more vulnerable to health impacts and wildfires.

People cool off in a water spray at the Eiffel Tower in Paris, Sunday, June 21, 2026. (AP Photo/Michel Euler)

A family walks through a cooling water spray at the Eiffel Tower in Paris, Sunday, June 21, 2026. (AP Photo/Michel Euler)

A man shields himself from the sun with a scarf as he walks in the garden of the Palace of Versailles, outside Paris, during a heat wave with temperatures soaring above 40 degrees Celsius (104 Fahrenheit), Monday, June 22, 2026. (AP Photo/Thibault Camus)

Tourists with an umbrella take a photo in Paris, as France is enduring a grueling heat wave with temperatures soaring above 40 degrees Celsius (104 Fahrenheit), Monday, June 22, 2026. (AP Photo/Christophe Ena )

A drugstore sign shows the temperature 43 degrees Celsius (109,4 degrees Fahrenheit) in Rennes, western France, Monday, June 22, 2026. (AP Photo/Jeremias Gonzalez)