In a groundbreaking move to combat the alarming dropout rate among young female athletes, Royale, a founding partner of the Professional Women’s Hockey League (PWHL), has unveiled the Her Signature Moment initiative. This innovative campaign aims to inspire the next generation of hockey players by flipping the traditional autograph experience on its head.
Reversing the Trend of Early Dropouts
Across Canada, statistics reveal a troubling reality: one in three girls abandons sports prematurely, often missing out on the confidence, life skills, and passion that athletic participation fosters. To address this issue, Royale, in collaboration with the PWHL and its Mentorship Program, is launching Her Signature Moment. This unique effort transforms the conventional player-fan dynamic, encouraging young fans to sign the jerseys of their PWHL heroes instead of seeking autographs.
A Pledge to Stay in the Game
Each signature collected through this initiative represents a powerful pledge from young athletes to continue playing, dreaming, and remaining engaged in the sports they love. The campaign is designed to foster a sense of belonging and empowerment among girls, reinforcing their commitment to hockey and other athletic pursuits.
Emma Maltais Leads the Charge
PWHL star Emma Maltais, a forward for the Toronto Sceptres and a mentor in the PWHL Mentorship Program, is at the forefront of this movement. She is calling on young players and fans to sign her jersey and those of other PWHL teams. Maltais shared her enthusiasm, stating, "Growing up, I loved getting autographs from my favourite players. With Her Signature Moment, when a young girl signs my jersey, it’s a small but meaningful moment. It’s a reminder that she belongs in the game and that her path in hockey is her own."
Financial Support for Mentorship
Royale is backing this initiative with substantial financial support. For the first 1,000 signatures received, the company will donate $25 CAD each, up to a maximum of $25,000, to the PWHL Mentorship Program. This funding will enhance participation in hockey through bi-weekly mentoring sessions and local PWHL experiences, ensuring the campaign’s impact extends beyond symbolic gestures.
Additionally, fans have the option to further support the cause through donations to Strong Girls United, a charity partner. This collaboration aims to build a stronger future for women’s hockey by providing resources and opportunities for young athletes.
Corporate Commitment to Women’s Sports
Jennifer Lo, Vice President of Marketing for Royale, emphasized the brand’s dedication, saying, "Royale is honoured to stand with the PWHL and inspire young girls to see themselves in this game. Her Signature Moment is our commitment to support the next generation and building a stronger future for women’s hockey." This initiative underscores Royale’s role as a proudly Canadian brand committed to advancing women in sports.
How to Get Involved
Young athletes and supporters are encouraged to participate by adding their signatures to a PWHL jersey of their choice at HerSignatureMoment.ca. The campaign also invites sharing experiences on social media using the hashtag #HerSignatureMoment to amplify its message and champion the next generation of stars.
About the PWHL
The Professional Women’s Hockey League (PWHL) is a premier ice hockey league in North America, featuring the world’s top female players. With eight teams based in Boston, Minnesota, Montréal, New York, Ottawa, Seattle, Toronto, and Vancouver, the league has achieved significant milestones since its launch in 2024. It holds multiple attendance records and was named the Sports Breakthrough of the Year by Sports Business Journal, ranking No. 1 in Canada for corporate reputation in 2024 and 2025.
Her Signature Moment represents a pivotal step in empowering young female athletes, combining community engagement with financial support to ensure more girls stay in the game and pursue their hockey dreams.
