1
Challenge
Women’s ice hockey is developing across Europe, but many clubs and leagues are still moving from participation and visibility toward stronger commercial foundations.
Case study
EHC - The Alliance of European Hockey Clubs
Bringing Women’s Sport Commercial Lessons to Ice Hockey Through Executive Education and Cross-Sport Case Studies
The Breakaway was invited by the Alliance of European Hockey Clubs to contribute to the annual E.H.C. Hockey Business Forum held in Belfast in October 2025, within the programme section dedicated to the development of women’s ice hockey.
2
Insight
The session brought together operator experience from women’s football and advisory work with EVZ Women, using cross-sport learning to show how women’s sport properties can be built, positioned and commercialised more effectively.
3
Solution
The presentation focused on treating women’s sport as a distinct business opportunity, with audience insight, athlete storytelling, brand positioning and partnership strategy as key value drivers.
4
Action & Results
By combining practical club experience, women’s football case studies and the EVZ Women project, the session offered hockey executives a strategic perspective on how women’s ice hockey can build sustainable value.