Toronto Sceptres Sales Pitch

Introduction

In 2023, it was announced that the Sceptres were joining the PWHL or Professional Women’s Hockey League, as they are one of six teams that were introduced into the PWHL. That same year, they introduced Gina Kingsbury (who is a former Vice President of Operations at Hockey Canada & GM of the Canadian National Women’s Team) as the GM of the Sceptres. Later in September, Troy Ryan was named Head Coach of the Sceptres. They are currently owned by Mark Walter Group, as they have a huge involvement in forming the PWHL, and they currently own the six inaugural teams. They currently play in the Coca-Cola Coliseum, which holds 8,140 fans, and their team colours are blue, navy, gold & yellow. As 2025-26 is on the verge of beginning, their current captain is Blayre Turnbell. 

The reason I have chosen the Toronto Sceptres because I have a huge passion for hockey. Growing up, I loved watching hockey as I was unable to participate in it due to its expenses. But that did not stop me from watching & understanding the game nearly everyone adores in Canada. It brings the highs & the lows of adrenaline to disappointment because of how unpredictable sports are & that is what drew me in as a fan. But, more importantly, I am a woman sports fan in a male-dominated sports fan world. So, when I heard that women’s hockey was going to be rebranded and given a league such as the PWHL, I was excited since the only main way to focus on women’s hockey was through the Olympics, and even though it was every four years, it was entertaining. But the PWHL being introduced along with the sponsorship and having it be easy to watch is exciting, especially for hockey fans who are women and young girls, because these women are inspiring and even role models, which is moving. Some of these women, notably Marie-Philip Poulin, were my role model(s) growing up, as they showcased being a leader and having great determination, while also being a genuine, kind human being, which was something I looked up to as a child, and even now, I still see Poulin as a Role Model. 

I am excited to undertake this type of project with the Sceptres because they are considered a women’s hockey team in a rebranded league, which makes them extremely marketable. It is also a key opportunity to boost ticket sales through targeted marketing (ex., the target market for the PWHL is mainly women who enjoy hockey), enhanced fan engagement strategies, maximizing revenue for the team, building lasting relationships with the Sceptres’ fanbase, contributing to the overall success & growth of the Sceptres organization, ensuring a vibrant & thriving game-day experience for all their supporters, solidifying the Sceptres’ position as a leading sports franchise in the community, driving long-term sustainability & profitability for the organization, & creating a deeper connection between the team & its loyal supporters through personalized experiences & exclusive offerings. 

Key Features

One key feature that is a sales asset & advantage for the Toronto Sceptres is ticket sales. For the 2024-25 season, the Sceptres managed to sell out season tickets for a second straight year. Due to this, the Sceptres announced that there will be a limited number of half-season ticket packages available. The Sceptres offered merchandise discounts to season ticket holders, which is great to have, as it shows that the Sceptres prioritize their season ticket holders & hockey merchandise can be expensive. They also offered “Skate with The Squad” & a Q&A session with Troy Ryan and a few players for their season ticket holders as well. A few other things were affordable seats for those families and people who are not looking for a premium experience & group ticket packages for those who are going with more than ten people. Ticket sales are important for a potential fan because they represent accessibility & value. A variety of ticket options, from affordable seats to premium experiences, ensures that fans of different budgets can enjoy the games. Easy access to tickets & special promotions makes it more convenient & appealing for potential fans to commit to attending games, fostering a stronger connection with the team & a more vibrant fan base. 

A second key feature is merchandise sales. For the Sceptres, it is a great way to generate revenue as fans will purchase items to show their support for the team and players who are a part of the Sceptres. Another thing is brand extension, as the Sceptres offer a wide range of products for their fans, such as jerseys, hats, tumblers/cups, dog clothes and more, which allows fans to strengthen their brand presence. A huge part of the Sceptres were their collector cups, as they were one of the few teams to offer a collector cup in the PWHL for the 24-25 season, making them a limited edition release. Merchandise is important to a potential fan because it builds community, shows fan engagement and supports the Sceptres & their players. Wearing Sceptres gear in public, especially in Toronto, can cause people & other fans to compliment you, which is a fantastic feeling and also what is a better feeling for cheering for the Sceptres with a bunch of other Sceptres fans at a bar, home or even at the Coca-Cola Coliseum. A sports team with passionate, driven fans sometimes becomes your second family. It is an amazing feeling to support a team like the Sceptres, and buying merchandise will create that closer feeling to the team (& even a favourite player if you choose to buy a specific player) as it creates a bond that does not exist within other forms of media/entertainment. Finally, it symbolizes loyalty & passion, which are two great feelings to have as a sports fan, as it can feel rewarding when the Sceptres win games, perform well, etc. That is why merchandise is a crucial sales asset & advantage for the Sceptres and their fans.

The third key feature is sustainability. In 2024, Schneider Electric teamed up with the PWHL as they will assess the PWHL’s operations & provide a clear roadmap for decarbonization and supporting their journey to becoming a more sustainable sports league. Schneider Electric is the global leader in digital transformation management & automation. “Together, we are not only shaping the landscape of women's hockey but striving to improve our eco-friendliness to create a better and more sustainable world for generations to come,” said PWHL Senior Vice President of Business Operations, Amy Scheer. The Sceptres have also partnered up with Bruce Power. Bruce Power is an electricity company that provides in safety delivering clean, reliable nuclear power to families & businesses across the province. This is important for a potential fan because it helps protect the environment for future generations. For Sceptres fans, this could mean supporting eco-friendly practices like using reusable water bottles at games, supporting the arena that uses renewable energy, & advocating for the sport to reduce its carbon footprint so we can keep players playing and fans watching hockey for years to come. 

The fourth key feature is sponsorships. The Sceptres have sponsorships with several organizations. Some of the founding partners include Canadian Tire, Scotiabank and three others. Air Canada is considered the Inaugural Premier Partner & the other Official Partners are Barbie, Bauer & CCM, FanDuel & 15 other partners. These partnerships target a large demographic. For example, Barbie is targeted towards younger-tween girls with their catchphrase being “you can be anything!”, as it is supposed to encourage young girls to be ambitious & aim toward their aspirational selves. FanDuel is targeted towards those who want to bet on sports (in this case, the Toronto Sceptres), Bauer & CCM are targeted towards the players on the ice as they provide the equipment for the players & another example, e.l.f. (eyes. lips. face.) They are targeted towards people who enjoy using makeup, whether those are the coaches, players or even fans. This is important for a potential fan because there is a sponsorship/partnership targeted towards each fan. As stated above, there is Barbie for the young girls, e.l.f. for those who enjoy wearing makeup, etc. as it shows that even through sponsorships/partnerships, the Sceptres are a diverse & inclusive organization & team that people can enjoy freely. 

The fifth key feature is interactive fan engagement. Interactive fan engagement is huge for the Sceptres as they use it in a variety of ways. For unity games & in-game activation, especially for Pride, Women’s Empowerment Month, Indigenous Heritage, etc., the Sceptres use special art, guest appearances, sign-making stations, t-shirt tosses, special logos/designs that involve the community. There can also be pop-up stations with the opportunity to win free stuff or ones that have free samples. Another example is their brand identity as the Sceptres’ logo, name, & colours were developed with input from cities, fans & players as this builds buy-in from the start. Another is public events, as the Sceptres raised their flag at Toronto City Hall for the home opener, inviting fans to join. This is important for a potential fan because it creates a stronger connection between the team & its fans. It means that fans can feel like they are part of the team’s community through things like what was stated above and other interactive activities, such as social media contests, live polls during games, & opportunities to interact with players. This makes the experience more fun & personal.

The sixth key feature is star players. Star players are a huge part of any professional sports team as they attract attention & fans. There has been an upsurge in sports fans following players rather than teams themselves. This is because of numerous factors, including powerful brand stories, influence of their personality, how they are on & off the field/ice & many more factors. This is important for a potential fan because they bring excitement & credibility to the team. For the Sceptres, having standout athletes means more thrilling games, highlight-reel moments, & a sense of pride in supporting top talent. Plus, star players often become role models & fan favourites, making the team more appealing to a wider audience. 

Disadvantages

One of the areas that will be a disadvantage & as such that will require an explanation or reassurance on our part when connecting with prospects, is ticket prices. A disadvantage to many fans lately is ticket prices because they are considered “too expensive” for events & games. While this is an understandable reason, think about the overall experience of watching the Toronto Sceptres live can create memories that last a lifetime. Considering the value compared to other entertainment options. Sports are a perishable product, meaning it is consumed as quickly as they are produced. It is an immersive experience you cannot get from watching at home. The price reflects the quality of the performance, the venue, & the overall atmosphere. There are also different seating options to fit various budgets, so there might be a more affordable option that still gives the prospect a great view. It is important to fans because most fans are willing to pay for quality experiences, especially when it comes to seeing their favourite teams. The price often reflects the perceived value & exclusivity of the event.

Another area that will be a disadvantage is venue location & travel, as some fans may argue that the venue (Coca-Cola Coliseum) is too far or too hard to travel to. While this is an understandable reason, the Coca-Cola Coliseum is the Sceptres' home arena for a reason, as it offers a unique atmosphere, better facilities & more. Think of the travel to Coca-Cola Coliseum as one big & fun adventure. Many fans can carpool or even make a weekend trip out of it. Plus, we can help out with directions, parking info and even suggest nearby hotels if you are coming from far away. We can also offer packs that include GO Tickets + Sceptres Tickets, or even GO Tickets, a Hotel for the night & Sceptres tickets. While fans are allowed to drive & carpool to the venue, it is a lot more accessible if fans take public transit for games, as fans can take the GO from their preferred GO location to Exhibition GO & walk a few minutes to Coca-Cola Coliseum. Not only does it support your local transit in Toronto, but it also shows support for the environment. It is important to fans because the venue & location itself contribute to the overall experience, as Coca-Cola Coliseum is a beautiful arena, along with having a historic location as it is home to other events such as the Toronto Marlies, the CNE, (formerly) IndyCar, & more. A great venue and travel experience contribute to the overall experience of the day/week. 

The final area that will be a disadvantage is game timing/schedule, as some games can be inconvenient for some fans, especially considering that there is a specific opponent they would like to see. While this is a reasonable disadvantage & timing might not be perfect for everyone, the event was scheduled to accommodate the team’s overall season & also other factors such as concerts & events at the Coca-Cola Colliseum. The arena tries to offer a variety of events at different times to cater to different schedules. Perhaps fans can benefit from taking a day off, adjusting their schedule or going to a different game, as it depends on the fan & how much they are willing to give to the Sceptres' play, along with the factor of them playing a specific team. Sometimes, going to another game might benefit the fans' schedules better. This is important for fans because timing can be a trade-off. Fans are often willing to adjust their schedules to see a must-see game, especially if it is a one-time opportunity, or they may benefit more from watching a different game instead due to their scheduling.

Fans

The current average fan who is buying tickets for the Sceptres are women within the Toronto/GTA region, aged 18 to 30 years old. About 35% of PWHL fans are under the age of 30. Race-wise, the PWHL itself attracts a diverse group with 8% Black & 5% Indigenous & Latin & those who are considered to be low to upper-middle-income. These women are either looking for a good night/day out with their friends &/or to support women’s hockey.

Another demographic is low to upper-middle-income families. These families are usually mixed (but with higher female representation) & these families come from either the Toronto/GTA area or a bit outside of it (Mississauga, Oakville, etc.)  The reason these families may attend Sceptres' games comes from a variety of reasons. One reason that the Sceptres offer a family-focused atmosphere, providing fun & entertainment for families & their children. Another reason is to support women’s hockey (especially if the family has a younger daughter who is currently playing hockey), as the women on the ice are great role models to look up to & the final reason is that it is something affordable to do for the day as it is a great way to spend time with family while cheering on the Sceptres!

The target audience that the Sceptres are trying to increase interest from is casual &/or NHL fans. More specifically, mainly men aged 16 years old & older, currently in high school, college/university, a job, not likely married &/or have a family, etc. Who come from the middle to upper middle class from the Toronto/GTA region or even outside of it a bit (Mississauga, Oakville, etc). According to Media in Canada, about 43% of Canadian adults say they are hockey fans, with the NHL being the most popular league. Within that study, there is still a high percentage (69%) who only follow the NHL, while there is a 23% of cross-over fans. The Sceptres & the PWHL itself are more popular with the younger generation as it is still technically a new team & league. But the Sceptres are starting to slowly introduce the NHL-only & casual fans to themselves as they have played in the Scotiabank Arena & the Sceptres have also participated in the “Takeover Tour” which sees different PWHL teams participating in games across North America in NHL arenas. For that, the Sceptres played the Ottawa Charge in Edmonton, AB, at Rogers Place. It does help that the audience is growing per season for the Sceptres as they find themselves selling out tickets & even season tickets, & they also have a strong brand connection towards Toronto, which can resonate with those NHL fans who cheer for the Toronto Maple Leafs, as they also have a strong brand connection with Toronto. 

The group that would be a great prospect for group ticket sales for the Sceptres are minor girls hockey teams (whether that be A, AA, AAA, U-teams ex. U8, etc.) in the around the GTA region (including Mississauga, Oakville, Burlington, Niagara, etc.) because the Sceptres have a highly engaged & passionate young audience that already has a strong connection towards hockey as majority of these girls have grown up watching & enjoying the NHL, CHL, Olympics, etc. meaning that the passion was built in from the beginning. The majority of these young girls who play hockey for these teams within the region look up to the women on the Sceptres as role models & being able to attend a Sceptres game can provide inspiration & determination for these young girls. Bringing a young girl youth hockey team to a Sceptres game can also be a team bonding experience, which can strengthen their team(s) & create memorable moments for everyone. Group ticket sales are also well received by coaches, parents/guardians, etc., who are looking for affordable, meaningful & bonding events that align with their team(s) interests. The Sceptres have a great number of role models on their team from Natalie Spooner to Captain Blayre Turnbell & many more athletes on their team. 

An example of this is when the Sceptres hosted MGHL (Mississauga Girl’s Hockey League)’s Mississauga Hurricanes for a game & activities on December 7th, 2024. Activities consisted of zamboni rides, being blue line buddies for the national anthem, being on the bench for the Sceptres warmups, being in the high five tunnel, doing a mini scrimmage during intermission & meet & greet.