The hockey world reacts to the NWHL rebranding to the Premier Hockey Federation.

The NWHL has officially launched a new era with the introduction of a name change and refreshed logo ahead of the 2021-22 season:

The Premier Hockey Federation
👑: https://t.co/bAdXicSa9l pic.twitter.com/rbydOwQlkd

— PHF (@NWHL) September 7, 2021

The @NWHL’s rebranding to the PHF really pushes the boundaries of sport…defying standards…creating a more inclusive environment for elite athletes and we have no choice but to stan

— Arielle (Ari) Chambers (@ariivory) September 7, 2021

among the many things that gets me about the rename is the fact that women’s hockey is confusing enough for the casual fan. now add in a rename of a league that was just featured on nbcsn and the momentum is *poof*

— Michelle Jay (@michelle_jay3) September 7, 2021

We’re so excited for the future of this league!! This is a big first step in making hockey truly for everyone, and we’re honored to be apart of it! https://t.co/zu9GmbKc2A

— Boston Pride (@TheBostonPride) September 7, 2021

NWHL name change is official.

My two cents: NWHL was a great name for a league seeking to grow awareness and fandom. It conveyed that it's the top women's hockey league in North America. Premier Hockey Federation is generic and meaningless. https://t.co/7kyZ0Ho0qD

— Alex M. Silverman🏒 (@AlexMSilverman) September 7, 2021

A New Beginning

The Toronto Six are proud to enter a new era of the Premier Hockey Federation 👑 pic.twitter.com/E6O369zV6Z

— Toronto Six (@TheTorontoSix) September 7, 2021

NWHL used to always consider players thoughts on decisions like these. Always included players in various branding things. But this time did that happen? How are contracts and past agreements handled now? Sponsors? It’s a lot for them.

— Marisa Ingemi (@Marisa_Ingemi) September 7, 2021

I’ll say this about the NWHL (PHF?) rebrand: in 10 years on this website this is the first time I’ve ever seen women’s hockey Twitter agree about *anything*, a feat which I did not believe was possible until now and which tells you all you need to know about how bad it is

— Gabs Fundaro (@gabfun) September 7, 2021

The NWHL can change their name but I want to see their inclusion policy that they promised to be revising. That is what matters and as long as it remains unchanged there are people excluded from the league.

— D.F. Pendrys (@dfpendrys) September 7, 2021

You’re allowed to support women’s hockey while saying that the new NWHL rebrand looks like a high school art project.

There is so much wrong with this entire thing and it is very cringe.

— Rachel Doerrie (@racheldoerrie) September 7, 2021