World-renowned Montreal entertainment lighting innovator PixMob has been bringing its fan-favorite immersive crowd-lighting experience to the Professional Women's Hockey League (PWHL) since its inception. PixMob already engaged more than 14,000 fans at the 3 home opener games in Toronto, Ottawa, and Montreal with its industry-leading LED wearables. Now, PixMob topped it all at the historic game between Montreal and Toronto on April 20 at the Bell Centre where a new women’s hockey attendance record was set.
The partnership was born out of PixMob’s dedication to bring the same big league experience the company has created for the NHL, Super Bowl, Winter Olympics, NBA, and numerous other top level Pro Sports teams and events to the PWHL. By putting a spotlight on the under-represented talent of the PWHL’s athletes, PixMob’s lighting tech gives players and fans the electrifying experience previously only enjoyed by men’s professional teams.
PixMob’s partnership with the PWHL is part of the company’s Spotlight Series, a program dedicated to illuminating the contributions of women in sports and entertainment. The company’s sponsorship of the league follows a wave of positivity and support around women in sports and entertainment. Over the last year, women’s sports have seen a boost in ticket sales and an increase in fan bases across North America. Despite this, major discrepancies persist in the amount of resources allocated to female athletes, teams and leagues. In comparison to their male counterparts, women’s sports teams and events receive less funding, fewer sponsorships, and a fraction of media coverage and fan-engagement opportunities. This leads to lower ticket sales and ultimately, lower compensation.
"We’ve worked with 30+ major league sports teams over the years, and realize how much support is lacking and how deeply-rooted the inequalities within women's sports are. We approached the PWHL to see how we could contribute to an even stronger game day experience, and are thrilled that our partnership quickly helped the league gain momentum while further engaging its devoted fans. Supporting the PWHL has been an honor, we are proud to see them gain the attention they deserve. Being a part of the record-breaking game in Montreal, our hometown, is particularly special!” – Pauline Rosen, VP Brand & Marketing - PixMob
To combat this cycle of discrepancy, PixMob believes that everyone in live entertainment and spectator sports needs to commit to “sharing the light”, so that the equal accomplishments of women don’t continue to get left in the dark.
“We are extremely proud to be an official partner of the Professional Women’s Hockey League in Canada,” said Vincent Leclerc, CEO of PixMob. “When it comes to women in sports and live entertainment, we believe that we are still far from an even playing field. This partnership is the first step of PixMob's company-wide initiative to advance the role of women in the industries we serve."
The PWHL’s enormous devotion to fandom and fan experience make PixMob’s partnership and in-kind activations a winning lineup. PixMob integrates its world-famous immersive wearable LED tech into the flow of the games, creating the continuous fan engagement and enthusiasm the PWHL strives for in each heart-stopping game they play.
"PixMob’s crowd-centered lighting technology and innovative approach to enhancing live event experiences has elevated some of the biggest games of our inaugural season and created lasting memories for everyone in attendance. Our partnership with PixMob has been fantastic, and we can’t wait to illuminate the Bell Centre together as we make history on April 20." – Chelsea Purcell, Sr Director, Corporate Partnerships - PWHL.
While this is the first major step in PixMob’s commitment to advance women in sports and entertainment, the company has more than 15 years of experience designing technology solutions that elevate live experiences. Its wearable tech has powered live sports events for all major professional sports leagues, including six Super Bowl Halftime Shows. Additionally, PixMob has had the opportunity to work with many high-profile artists including Coldplay, The Weeknd, Bad Bunny, Karol G, Imagine Dragons, Lady Gaga, and more.