Secret Deodorant retains ladies’s hockey afloat throughout COVID-19
Secret is responsible for equality in Canada's beloved sport with the largest corporate engagement ever in the history of North American professional women's hockey
Secret deodorant Believes Equal Sweat Deserves Equal Opportunity and is contributing $ 1M / £ 763,000 to the Professional Women & # 39; s Hockey Players Association (PWHPA), the largest corporate women's hockey commitment ever made in North America .
This funding is essential to ensuring that the best female players in the sport have the opportunity to play and that they are in the spotlight to advocate a new and equitable professional women's hockey league.
“As a brand dedicated to empowering and encouraging women, we can't watch gender equality dissolve. Secret is proud to fight with the PWHPA and its players for a new professional league to ensure that all players – regardless of gender – receive an equal opportunity and support, ”said Lisa Reid, Senior Brand Director of Secret.
“Hockey is Canada's sport, and the subject is both symbolic and ubiquitous. Countless women are told they don't deserve the same opportunities as men. Tackling professional hockey justice is our first but not our last fight. The PWHPA and their players represent the top athletes in the sport who deserve the same opportunities as men. "
While these players shine on the Olympic stage, the years in between are very different. By 2019, women's professional ice hockey did not have adequate access to training facilities, equipment, ice age, salaries, support teams, marketing support and visibility of the broadcasts.
And it got worse last year when the Canadian Women's Hockey League closed. This led to the founding of the PWHPA and their first Dream Gap Tour. Secret was one of the first brands to take action then and now to bring this topic to the national stage.
This year, 125 of the sport's top players, including 38 Olympians including Marie-Philip Poulin, Natalie Spooner, Sarah Nurse, Kendall Coyne Schofield, Hilary Knight and Brianna Decker, will ice cream at the Secret Dream Gap with teams in Toronto, Calgary Take tour Montreal, Minnesota and New Hampshire.
Players will compete for cash prizes and the Secret Cup for the first time in a series of six showcase events across North America. Events like this one are critical to drawing attention to the incredible talent of these athletes and the need for better infrastructure to support girls and women hockey. The full list of players is now available on the PWHPA website.
“Thanks to brands like Secret, players get access to the necessary training opportunities, resources and competition opportunities that professional sport requires. And the fans have the opportunity to cheer on their favorite athletes and to rally behind their home teams, ”says Jayna Hefford, operations advisor at PWHPA.
“COVID-19 has influenced our positive momentum and threatened our upcoming season. We are very grateful that Secret continues to support the PWHPA. The PWHPA is made up of the best hockey players in the world, the fans deserve a chance to see these women play, and our players deserve to be treated equally. This is a pivotal moment in truly transforming women's professional sports. "