News Canada - For the Love of the Game: Canadian Women's Hockey League aims to be a household name

(NC)—The Canadian Women's Hockey League (CWHL) is a DIY case like no other. It's a league formed by some of the world's top women's hockey players with the passion and drive to build it from the ground up. It was only three years ago that the National Women's Hockey League ceased operations after an eight-year stint due to financial troubles, leaving players like Olympian Sami Jo Small and Jennifer Botterill with no place to play.

“We really were left with no options,” explains Sami Jo Small, co-founder of the CWHL and goalie with the Mississauga Chiefs. “But instead of waiting for someone else to help us, we jumped in and formed the league ourselves, learning as we went along.”

And learn they did. “It was the first time in our careers that we ever had to think of the business side of the game,” chimes in Botterill, co-founder of the CWHL and forward with the Mississauga Chiefs. “From hiring coaches, to booking ice time, organizing teams, and raising funds – it was all so new but we were determined to get the league running.”

Bucking the stereotypes often associated with professional athletes – inflated salaries, fierce rivalries – the players came together to form the CWHL, a non-profit, elite level women's hockey league, even establishing their own original six teams across Ontario and Quebec. Those teams include: the Brampton Canadette Thunder, Vaughan Flames, Ottawa Senators, Burlington Barracudas, Mississauga Chiefs, and Montreal Stars.

“Our players really are in it for the love of the game,” said Brenda Andress, executive director of the CWHL. Unlike most other professional sporting teams, players in the CWHL don't receive salaries and have to balance work, school, and family life with practice and game nights. “Our players are highly skilled and devoted athletes – in fact, eight of them are members of the 2010 Olympic team, and yet, no one really knows about our league. To make that happen, we need sponsors to help us raise our profile.”

In 2008, the CWHL teamed up with the Ontario Women's Hockey Association and Scotiabank, the Official Bank of the NHL, NHLPA, NHL Alumni and CWHL. Scotiabank's partnership with the CWHL has been significant to the development of the league, now in its third season.

“Scotiabank has a long tradition of supporting hockey in Canada, from minor leagues to professional teams and we are big fans of the CWHL and all that they have accomplished,” explains John Doig, Scotiabank senior vice-president, marketing. “Canadian women hockey players go toe to toe with the best in the world and they win, and we are proud to support their game. The CWHL gives spectators great hockey and enables these players to both hone and showcase their talents. These women are role models, not only for girls who want to play the game, but for any girl or young woman who refuses to take 'no' for an answer when it comes to achieving her dreams,” said Doig.

The numbers speak for themselves. Since 1990 women's hockey has grown from 8,146 female players to 77,461 female hockey players registered with Hockey Canada last season. Up next for the CWHL? Ever the advocate for women's hockey, Andress is fueled by the league's dream of one day going pro.

“For our league to succeed, the next steps involve getting our players paid and scouting worldwide talent,” said Brenda. “We're constantly working on raising the profile of the CWHL, and thanks to sponsors like Scotiabank, we now have resources that are helping us head in that direction.”

More information on the CWHL can be found online at www.cwhl.ca or www.scotiahockeyclub.com.

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For the Love of the Game: Canadian Women's Hockey League aims to be a household name

Eight CWHL players bound for 2010 Olympics