PWHL looking to capitalize on Olympic boost as league resumes play

More than 4 million Canadians watched the final minutes of the Americans' overtime win over the Canadians in women's Olympic hockey on CBC last week.

For the first time, there's one place for all of those people to keep following women's hockey after the Olympics, a problem that's plagued the sport for years.

"People would only rediscover or recognize us once every four years," U.S. captain Hilary Knight, who also captains the PWHL's Seattle Torrent, said on Wednesday. "Now we have a consistent place to play, we’re continuing to increase visibility and also marketability of the sport, and draw new eyes and continue to grow our fan base."

It's an opportunity the PWHL has been keen to capitalize on as the league resumes play on Thursday, following a four-week pause for the Olympics.

Sixty-one PWHL players competed at the Games, representing eight different countries. All of the Canadian team's roster was drawn from the league.

Even before the puck drops on Thursday night's game between the Montreal Victoire and New York Sirens, the PWHL has already seen some signs of increased interest in the sport.

The league sold more tickets in its home venues on Feb. 24 and Feb. 25 since Nov. 22, when the PWHL's third season began, according to the league's data.

Merchandise sales also increased 101 per cent in February, "compared to the season to date trend prior to the Olympics."

“What the entire world enjoyed in Milan was the highest level of Olympic women’s hockey we’ve ever seen,” four-time Olympic gold medallist, Jayna Hefford, who is the PWHL's executive vice-president of hockey operations, told CBC Sports.

“The speed, the skill, the physicality, it’s all been elevated, and the competitive balance is stronger than ever. We hope