Scaling PWHL and Selling 19,000 Seats in 45 Minutes with Jayne Bussman-Wise

What do you get when you launch a brand new women’s hockey league, sell out 19,000 seats mid-flight, and redefine how sports content is created and consumed, all in year 1?

Jayne Bussman-Wise, VP of Growth Strategy and New Ventures at the PWHL, is here to discuss what’s driving the PWHL’s explosive growth in its first two seasons.

Jayne unpacks the league’s unconventional startup structure and how that nimbleness allows them to test bold ideas, like a 9 city Takeover Tour and live podcast programming. She also discusses the PWHL Media House, the league’s in-house content engine designed to spotlight the sport's biggest stars and reach younger, diverse audiences.

Jayne and Dave also share insights on building fan bases from scratch, aligning players and operations, and seizing global moments like the upcoming 2026 Olympics. 

In this episode, you’ll hear:

• The PWHL sold out 19,000 seats at the Scotiabank Arena in just 45 minutes - what does this reveal about fan demand for women’s hockey?
• How single-entity ownership is helping the PWHL innovate faster than traditional leagues, with initiatives like the Takeover Tour
• How to create generational fandom in non-home markets, from open practices, one-off games, to youth clinics and community events
• Why the league acquired the Jocks in Jills podcast, brought on Olympians Tessa Bonhomme and Julia Tocheri, and are investing in multilingual content
• Jayne’s experience at Amazon and across the NHL, MLS, and NBA - and how her career prepared her to operate in “gray space” roles

Resources and Links:

Connect with Jayne Bussman-Wise on LinkedIn and learn more about the PWHL on their website. You can also tune in to the Jocks in Jills podcast here.

Learn more about Next League on our website and LinkedIn. We are leading sports organizations into the digital future.