Right before capping off the season with the Clarkson Cup Final between Les Canadiennes de Montreal and the Calgary Inferno, Brenda Andress met with members of the media to discuss future sponsorship and partnerships that the CWHL are initiating.
On the back of the playoff programs (in what’s quickly becoming the CWHL’s favorite way to announce new projects) the CWHL posted a picture of Calgary Inferno players under the line “Changing the face of the game,” under which was a new logo for the “Pave the Way.”
— CWHL (@TheCWHL) March 13, 2016
The new source of revenue was teased in an article written by the CTV News, when Andress mentioned two new sources of revenue that would be announced soon, one during the Clarkson Cup and one in later months. The article said specifically:
“Andress insists the league’s future is bright. She said a new “revenue source” will be announced Sunday, and another is set to follow in the next few months.”
The first revenue source will be a 3-month-long sponsorship and fundraising drive called Pave the Way, the CWHL’s inaugural nationwide ball hockey tournament. The project, a one-day tournament, will have teams of eight to ten players competing in 20-minute games across Canada in Toronto, Brampton, Calgary and Montreal to help ‘grow the game’ and support the league. Entry fees for the tournament are $25 per person, and each team who joins in the tournament will have a fundraising goal of $5000. All of the proceeds will be going towards league initiatives that will help support the growth of women’s hockey at all levels.
The league sent out a press release after the Clarkson Cup Final with the news after Andress held off talking about the event during pre-game media. The release mentioned much of the same information that could be found on the new Pave the Way website, and also that “The tournament is the league’s first peer-to-peer fundraising event and will take place in early May to help raise funds to help change the face of the game by supporting the growth of women’s and girl’s hockey in Canada.”