Sports industry veteran brings more than 35 years of experience to PWHL role
TORONTO, ON (October 26, 2023) - The Professional Women’s Hockey League (PWHL) today announced that Amy Scheer has been appointed to the position of Senior Vice President of Business Operations. Scheer has spent over 35 years in the sports industry with leadership roles across multiple teams and leagues in the New York / Tri-State area over the course of her award-winning career. Her experience in women’s sports includes the WNBA and PHF, in addition to working in the NBA, MLS, and NFL.
“Amy is a proven leader with incredible energy and a passion for women’s sports that will benefit the entire PWHL,” said Stan Kasten, PWHL Advisory Board member. “She knows how to build, and her experience establishing new teams and engaging in new markets both creatively and adaptively with a high degree of success is essential for our growth.”
Scheer will be tasked with leading the league’s day-to-day business and overseeing the market performance for the league and all teams, bringing a strong strategic vision focusing on growth through sponsorship, media, marketing, communications, licensing, digital, audience experiences, and special events. She will officially step into her role on November 1, succeeding Ami Galani, Elysian Park Ventures, who has been serving on an interim basis since August.
“It’s great to see women hockey players receive the stage they deserve to showcase what brilliant athletes they are,” said Scheer. “There is no doubt the PWHL, with the commitment of the players and ownership, will have a profound impact on and off the ice. I look forward to working together to bring this league to life for our partners and fans and continue elevating the size and scope of women’s hockey in the sports landscape.”
Scheer’s career in women’s sports began in 2001 with a decade-long tenure at Madison Square Garden as VP of Marketing & Communications for the WNBA’s New York Liberty where she led audience growth, marketing partnerships, and the creation of award-winning marketing campaigns. The New Jersey native made history by producing the first-ever regular season professional basketball game held outdoors at Arthur Ashe Stadium and staged six games at iconic Radio City Music Hall. During the 2020-21 season she served as a consultant and General Manager for the PHF’s Connecticut Whale, followed by two years as Vice President of Business Operations for the WNBA’s Connecticut Sun.
Among her career highlights, Scheer commenced her journey into professional sports with the NBA’s New Jersey Nets, enjoying rapid promotions in various departments over a 15-year period. The University of Massachusetts Amherst graduate was also part of the team that launched the New York City Football Club before continuing her MLS tenure as Chief Commercial Officer for the New York Red Bulls. Most recently, Scheer has spent the last year in the NFL’s Club Business Development department, overseeing the league’s innovative ticket network and spearheading multiple projects championing fan experience and engagement initiatives.
Fans can stay connected to the PWHL, register for email updates, and secure their spot in line for buying tickets by placing a deposit at thepwhl.com.