Intact Financial Corporation has announced a new partnership with the Professional Women’s Hockey League (PWHL), becoming the league’s official home and auto insurance partner in Canada.
The multi-year agreement positions Intact Insurance as a founding partner for the PWHL’s three Canadian teams: the Montréal Victoire, Ottawa Charge, and Toronto Sceptres.
Intact’s partnership aims to support the league’s growth and enhance opportunities for girls to engage with hockey as the PWHL embarks on its second season. The insurer will work alongside the league to expand access to games for underserved youth.
Imen Zitouni, senior vice president and chief marketing officer at Intact, emphasized the importance of the partnership in fostering a more inclusive future for women.
“Our partnership with the PWHL is not just an investment in women’s sports, it’s an investment in a more inclusive and equitable future for all women in their chosen careers,” said Zitouni. “We know that this is just the beginning for women’s professional sports in Canada and we are committed to being a trailblazer in supporting their journey.”
Amy Scheer, senior vice president of business operations at PWHL, also highlighted the strategic alignment between the two organizations.
“Intact’s support as a founding partner marks an important step in strengthening the foundation of the PWHL,” Scheer said. “Their commitment to fostering diversity and inclusion aligns seamlessly with our mission to build a sustainable and thriving future for women’s hockey.”
Intact has supported Speed Skating Canada and operates the Centre de glaces Intact Assurance in Quebec City, a facility that hosts various community sports programs. It has focused on diversity within its corporate structure, with 44% of its Canadian leadership positions held by women.
The PWHL, which began in January 2024, has already broken multiple attendance records and garnered significant attention, with its teams featuring some of the best women’s hockey players in the world. The league was recognized by Sports Business Journal as the Sports Breakthrough of the Year and topped the first-ever Canadian edition of the Harris Poll for reputation rankings.
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