Welcome to the Party: "What It Really Takes To Build a Pro Sports League with Jayna Hefford"

Podcast: Welcome to the Party
Date: November 18, 2025
Host: Treat Media (Julie Foudy, Abby Wambach, Billie Jean King)
Guest: Jayna Hefford, Executive VP of Hockey Operations, PWHL

Episode Overview

This episode dives deep into what it actually takes to build a fully professional women’s sports league, featuring hockey legend and executive Jayna Hefford. Co-hosted by soccer icons Julie Foudy and Abby Wambach, along with eternal sports trailblazer Billie Jean King, the discussion explores the challenges, lessons, innovations, and unsung heroes behind the rapid ascent of the Professional Women’s Hockey League (PWHL). Jayna, credited as a critical builder and visionary, shares behind-the-scenes stories of persistence, teamwork, setbacks, and the joy of seeing the league take off—with Billie Jean and her wife Alana Kloss as pivotal allies.

Key Discussion Points & Insights

1. Jayna Hefford’s Olympic & Hockey Journey

• Background:
  • Five-time Olympian for Team Canada (four golds, one silver).
  • Played in four different pro leagues considered “professional” in name but not in structure ([19:10]).
• Quote:
  • “We called them professional because they were the best players, but...far from professional as it related to no salaries, no resources, poor ice times, volunteer coaches. So it really was a glorified sort of minor league system, but it was the best players in the world.” — Jayna Hefford [19:10]

2. A Tangled History: Building Towards the PWHL

• Multiple Leagues, One Goal:

  • Before the PWHL, women’s hockey cycled through several leagues, each ultimately folding due to lack of resources.
  • Billie Jean emphasizes the importance of respecting and remembering that challenging history ([20:36], [21:23]).

• The Call for a True Pro League:

  • Billie Jean tells the story of Kendall Coyne reaching out in frustration (“help, help. Can you help us?”), leading her and Alana to get involved ([21:23]).
  • Key connection: Mark Walter (Dodgers/Lakers owner) is pitched as an investor; BJK’s main job is keeping top players unified ([22:50]).

• Notable Quote:

  • “We have the dream, but we don’t have the resources.” — Billie Jean King [22:52]

3. Player Power, Sacrifice & the Role of Allyship

• Jayna’s Reluctant Leadership:

  • After shutting down the Canadian Women’s Hockey League (CWHL), Jayna initially hesitated to return (“I don't know if I want to do this again...”), but she did at the players' request ([25:11]).
  • Four and a half years without salaries, building from scratch, relying only on belief, each other, and allies like Billie Jean, Alana, and lawyer John Langel ([25:11], [29:11]).

• Quote:

  • “When you read history, it’s fast and when you live it, it’s slow.” — Billie Jean King, as shared by Jayna Hefford [25:11]

• Sacrifice and Trust:

  • Players passed up money, contracts, and even prime years to stay unified for a better league.
  • “They didn’t stray...they gave up the prime of their career because they believed and trusted that we were going to build something better.” — Jayna Hefford [25:11]

4. The Business Plan & Investing in Themselves

• Players: Owners in Spirit:
  • Players reinvested all sponsorship/ticket funds into operational costs, not personal income ([30:04]).
  • Collaborated with Deloitte on market analysis and business plans.
  • “Most powerful was that the women were investing in themselves...it was going towards ice time, reinvesting in themselves and what this could be.” — Jayna Hefford [30:04]
• Foundational Work:
  • Billie Jean and Alana’s network brought in Mark and Kimbra Walter, ultimately providing funding and leadership to make the PWHL possible ([31:42]).
  • Mark Walter’s insight: “He really should own everything”—focusing on league stability via single-entity structure ([32:33]).

5. Innovations & Expansion

• Single-Entity Model:

  • Mark Walter owns all teams initially, ensuring league stability and quality across clubs ([34:46]).
  • Plans to eventually branch towards more independent ownership and perhaps, as suggested by hosts, player equity ([44:03]).
  • “It’s one of the ideas for sure.” — Billie Jean King [44:03]

• Trophy Recognition:

  • The Walter Cup (league title) weighs more than the Stanley Cup; other awards honor BJK and Alana ([35:06]).

6. Accessibility, Fan Growth, and the Takeover Tour

• Broadcast and Digital Access:

  • Every game streamed free on YouTube; broadcast partners in US and Canada ([44:31]).
  • Over 100 countries tuned in to games.
  • “We knew we had to make ourselves accessible. And in year one, every single game was available for free in YouTube.” — Jayna Hefford [44:31]

• Neutral Site Games:

  • Takeover Tour: neutral-site games in non-team cities bring in mostly new fans (up to 80% are first-time arena visitors) ([45:44]).
  • “We are not just bringing in the NHL fans...we’re bringing in new fans to women’s sport.” — Jayna Hefford [45:44]
  • Seattle and Vancouver (Takeover markets) become new expansion teams.

7. Growth Mindset: Rules, Culture, and Experimentation

• Innovative Rules:
  • “Jailbreak” rule: if a team scores shorthanded, they get their penalized player back ([47:45]).
  • “No Escape” rule: teams can't freely substitute after a penalty, increasing power play impact.
  • Playoff “Pick Your Opponent” rule: top seed chooses their rival ([49:32]).
  • Gold Plan: teams out of playoff contention earn the first draft pick via wins, not losses ([50:01]).
  • “The culture is: don’t be afraid to make mistakes, but make sure they’re mistakes you can fix.” — Jayna Hefford [47:45]
• Rapid Change & Feedback:
  • Unlike legacy leagues, PWHL willing to iterate yearly.
  • “We can do whatever we want in this league. We make our own rules.” — Jayna Hefford [50:54]

8. The Right People, Sustainability, and Looking Forward

• Leadership & Team:

  • Stan Kasten (Dodgers exec) built infrastructure, hired 150+ employees fast ([34:46], [52:49]).
  • Jayna credits colleagues like Amy Scheer, Alexis Miller, Chelsea Purcell ([52:49]).

• Sustainability:

  • Long-term plan is transitioning from a single-entity model to potential future franchise or player ownership.
  • Emphasis on sustained growth and continued aggressive expansion.

• Acknowledgement:

  • Host gratitude for Jayna’s tireless, often unsung, work ([53:28])
  • “I just appreciate all your work. I know a lot of the time it goes thankless, but it matters.” — Abby Wambach [53:28]

Notable Quotes & Memorable Moments

• Billie Jean King (on getting “the right people on the bus”):

  • “So important, get the right people on the bus, okay? … Any idea is a good idea. Just throw it out there, because then, like Jaina said, you change it.” [52:20]

• Julie Foudy (on sacrifice):

  • “Lost in the conversation of the current iteration is what you did to roll up your sleeves… tell those stories, because that’s fascinating to me.” [29:11]

• Jayna Hefford (on growth and resilience):

  • “We knew we had to launch January 1, 2024...there were people that said, why don’t you wait a year? We said, we can’t. We’ve got to do this for the players.” [35:06]

• Billie Jean King (on innovation):

  • “You change it. But Jaina is a huge part of the success.” [52:20]

• On the Power of the Community:

  • “Players sacrificed the prime of their career...because they believed and they trusted that we were going to build something better.” — Jayna Hefford [25:11]

• End of Episode – USA Cheer:

  • “We take great pleasure in bringing a Canadian into the circle and having to do the USA cheer at the end.” — Julie Foudy [55:10]
  • [Closing chant with Jayna Hefford gamely joining in as a Canadian guest.]

Timestamps for Key Segments

• The State of Women’s Hockey Leagues & CWHL Closure: [19:10] – [21:23]
• How Billie Jean & Alana Got Involved: [21:23] – [24:55]
• Jayna’s Reluctant Return & Player Unity: [25:11] – [29:11]
• Building a Business Plan & Players Investing in the League: [30:04] – [31:42]
• Mark Walter’s Involvement & Single-Entity Structure: [32:33] – [36:30]
• Innovative Rules & Takeover Tour: [44:31] – [50:54]
• Lessons Learned, Culture & Expansion: [47:29] – [53:28]
• Closing & USA Cheer: [55:10] – [56:06]

Conclusion

This episode is an essential listen for anyone passionate about the growth of women’s sports and the realities of starting a professional league from scratch. Jayna Hefford, with immense clarity and candor, details the grit, teamwork, and innovation that brought the PWHL to life. Backed by the wisdom and advocacy of Billie Jean King and Alana Kloss, the league represents not just a culmination of decades of effort—but a platform for future generations of women athletes to build upon. The party isn’t just starting—it’s surging.

For more:

• Watch PWHL games on YouTube or local broadcasts ([44:31])
• Follow the league and the podcast on social for updates and community events
• Go to the PWHL website for more info & game schedules