Secret Deodorant, Sportsnet announce PWHPA Secret Dream Gap Tour in Canada

PWHPA Operations Consultant Jayna Hefford speaks in Toronto. (Frank Gunn/CP)

TORONTO – Secret Deodorant and Sportsnet announced Thursday their partnership to deliver exclusive English-language TV and streaming coverage of the Canadian leg of the Secret Dream Gap Tour, showcasing the superstars of the Professional Women’s Hockey Players Association (PWHPA).

The Canadian leg of the Secret Dream Gap Tour will take place in Calgary, Alta., from May 24-30 and is being further supported by the Calgary Flames, who have stepped up to provide financial assistance, as well as access to various organizational resources. This partnership with the Flames will be the PWHPA’s fifth NHL partnership this season.

The round-robin competition will feature Team Scotiabank (Calgary), Team Sonnet (Toronto) and Team Bauer (Montreal) as they face-off to become the first-ever Canadian Secret Cup champion.

Sportsnet will air three matchups across its national TV networks on May 28, May 29 and May 30. Games set to be played from May 24-27 will be available to Canadian fans on Sportsnet’s streaming platform, SN NOW (Full broadcast details will be released at a later date).

“We believe these women deserve the same opportunities and level of exposure as men – and we are committed to making that happen. Last year we showed our support by standing with the PWHPA and its players in their fight for a new professional league and now we want the whole country to see these athletes shine,” said Secret Senior Executive Director Lisa Reid. “We are so proud to make history in Canada with this national broadcast with Sportsnet and provide these incredible athletes with the platform they deserve. I am so excited for my daughters and other young girls across Canada to be able to see themselves in these athletes and know that with hard work and determination, they are unstoppable and their opportunities, limitless.”

The Secret Dream Gap Tour comes as part of the $1-million commitment Secret made to the PWHPA last fall, underscoring their belief that equal sweat deserves equal opportunity and putting that belief into action. Secret’s contribution has helped to ensure the PWHPA’s players are given adequate access to training and opportunities to compete at an elite level. With sponsorship from Secret and the national platform provided by Sportsnet, this partnership will increase the visibility of these top athletes, providing them an opportunity to showcase their talent, share their stories and grow their fan base.

“Sportsnet has long been a champion of women’s sport and we are excited to provide these exceptional athletes with a national platform fitting of their passion, skill and commitment to hockey,” said Bart Yabsley, President, Sportsnet. “As storytellers first and foremost, we have the privilege of helping Canadians get to know these players. We look forward to working hand-in-hand with Secret and the PWHPA to shine a very bright spotlight on women’s hockey and its greatest advocates.”

Complementing the live coverage of the Secret Dream Gap Tour action in Calgary, Secret Deodorant and Sportsnet will collaborate to produce a content series featuring Erin Ambrose, Melodie Daoust, Brigette Lacquette and Sarah Nurse, set to air nationally on Sportsnet’s Hockey Night in Canada. Additionally, Secret has devoted ad spend to Sportsnet and is providing players with additional income and exposure through social partnerships.

“We’re excited to partner with these great organizations and give Canadians coast-to-coast the chance to watch these games and support these incredible athletes,” says PWHPA Operations Consultant Jayna Hefford. “Secret has been a catalyst for change at the PWHPA and has helped us take many incredible leaps forward in women’s professional hockey. With the additional support of Sportsnet and its unparalleled national reach, we are thrilled to offer these athletes the platform they deserve and show the country why they are worth cheering for.”

Secret Dream Gap Tour: Event Details

• This seven-day event will act as the Canadian leg of the Secret Dream Gap Tour in partnership with the Calgary Flames

• Team Scotiabank (Calgary), Team Sonnet (Toronto) and Team Bauer (Montreal) will compete

• Six games total in a round robin format, plus one championship game

• Teams will play against each other twice for a total of four games each

• The top two teams coming out of the round robin — ranked through PWHPA’s new scoring system — will battle to be crowned the Canadian Secret Cup Champions

Earlier this year the PWHPA’s two US-based teams – Team Women’s Sport Foundation (New Hampshire) and Team adidas (Minnesota) – competed across two showcase events in NYC and Chicago, which ended in victory for Team adidas. The USA Secret Cup Champions will be crowned later this year.

The Canadian leg of the North American Secret Dream Gap Tour is scheduled to take place in a quarantined environment. The Calgary event will follow extensive protocols and procedures to prioritize player and personnel health and safety, including mandatory quarantine, daily COVID-19 screening, regular PCR testing privately acquired through DynaLife, and isolated accommodations.

Full showcase details, including game times and rosters, will be announced at a later date. Additional PWHPA information, scores and player stats can be found at

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