New Looks For Next Season

If you were unaware that the logo to the left was Bauer's logo, you're in the same boat as me. I had no idea they had changed their logo from the stylized "B" they had used for a while to whatever the design to the left is, but apparently it happened sometime in October 2021. Clearly, I need to pay more attention, but it's not like hockey has had deep ties to Bauer for a while as most jerseys are made by CCM or Adidas while Bauer's market share in the equipment game seems to be evaporating. That may change next season, though, after a major announcement from a league today as the PWHL and Bauer will partner up as Bauer becomes the first Official Jersey Partner of the PWHL beginning in 2024-25 as they build on their commitment to the women's game as an official league partner and equipment supplier.

"This year, the PWHL players and leadership have created a watershed moment that will have lasting and positive effects on girls and women for generations and extending far beyond the game of hockey," Mary-Kay Messier, Bauer Hockey's VP of Global Marketingsaid on Thursday. "We're proud to expand our partnership by leveraging our passionate hockey audience and expertise to further elevate the fan experience, attract new families, and continue supporting the growth of the PWHL."

Self-congratulations aside, the addition of Bauer as the jersey partner doesn't really move the needle in terms of what will be seen on the ice, but there were some tidbits in the announcement that should be examined further.

As per the release, Bauer and the PWHL will release "newly designed jerseys leading into the 2024-25 season" for all six teams, so this feels a little like the PHF where every season saw teams get new jerseys. Frankly, I don't mind the upgrade from what the teams currently have, but this better not be an annual thing. Jerseys are part of each team's brand, and changing them each year removes the chances of those looks being timeless. Let's find a design and stick with it, so here's hoping Bauer's new designs are fantastic.

The second piece that caught my attention was Bauer's commitment to both female hockey and the PWHL as they'll ensure that "[a] portion of replica jersey sales will help to create and support a program designed to introduce more girls to hockey and grow the PWHL fan base". There was no figure on how big that portion of replica jersey sales will be, but here's hoping it's significant with the growth in women's hockey and, in general, women's sports seen in the last five years. Wanna help women's hockey? Buy a jersey!

Obviously, we now wait for these six new designs, but you may want to get a current jersey for historical purposes right now. With four teams battling for the first Walter Cup, support your favorite teams in what they're wearing today before they're gone next season!

Until next time, keep your sticks on the ice!