International Ice Hockey Federation

• The 2023 Women’s World Ice Hockey Championship concluded in Brampton, Ont.
• on April 16 with the U.S. securing a 6-3 win over Canada.
• Almost 60,000 fans attended the tournament, with 4,635 attending the championship match.

No longer in the margins

• For decades, women’s hockey lived on the margins and was an under-valued and resource-starved part of the game.
• As time passed, the structure of women’s and girls’ hockey expanded from grassroots to high performance, taking the game from its local origins to the international stage.
• Over the course of my research on Canadian women’s hockey I have found members gain a distinct sense of control, leadership and involvement from participating together.
• The ice crew shovelling the boards and crease during television timeouts were under-18 aged players from nearby girls’ teams.

Gender diversity

• Another effective tactic of resistance is gender diversity among decision-makers.
• Research shows that gender diverse boards can improve long-term organizational innovation and positively influence the success of women CEOs.

Media coverage

• As a major conduit for legitimacy, media coverage plays an influential role in the game’s development and its infusion into broader hockey fandom.
• Research has found women athletes prefer that coverage focus upon their competence rather than other characteristics.
• Placing control of this message in the hands of women who know the game ensures this is emphasized.
• While brands enter women’s hockey to expand market share, corporate-community initiatives must meet the needs of women and girls in hockey.

• SEOUL, South Korea, June 8, 2022 /PRNewswire/ --Halla Group Chairman Chung Mong-won attended the ceremony hosted by the International Ice Hockey Federation (IIHF) as a member of the IIHF Hall of Fame inductees.
• IIHF highly recognized his uncompromising will and efforts, honored him as IIHF Hall of Fame in 2020.
• In Asia, Chairman Chung Mong-won was inducted into IIHF Hall of Fame following Yoshiaki Tsutsumi (Japan), Tsutomu Kawabuchi (Japan), Shoichi Tomita (Japan), and Boris Alexandrov (Kazakhstan).
• Meanwhile, Chairman Chung's acceptance speech on "Ice Hockey and Life" was greeted withstanding ovation by ice hockey officials from around the world.

• COLORADO SPRINGS, Colo., Dec. 1, 2021 /PRNewswire/ --USA Hockey announced today a multi-year partnership with Winmark the Resale Company, a nationally recognized franchising business focused on sustainability and small business formation.
• "We're proud to welcome Winmark to the USA Hockey family," said Pat Kelleher, executive director of USA Hockey.
• The relationship provides Winmark with enhanced visibility across USA Hockey, including its digital channels, deepens its connection to local communities across the country and expands its commitment to growing the game of women's hockey.
• "USA Hockey is an ideal partner for Winmark and our sustainable business model," said Brett D. Heffes, chairman and chief executive officer of Winmark Corporation.

• COLORADO SPRINGS, Colo., Oct. 15, 2021 /PRNewswire/ --USA Hockey announced today a partnership with LiveBarn, a leader in streaming youth and amateur sports in North America.
• LiveBarn will have designation as an official partner of USA Hockey and help to promote the game of hockey and highlight various USA Hockey initiatives.
• "We're pleased to add LiveBarn to our USA Hockey partner family," saidPat Kelleher, executive director of USA Hockey.
• The National Governing Body for the sport in the United States, USA Hockey has important partnerships with the NHL, United States Olympic and Paralympic Committee and International Ice Hockey Federation.