Star players swapped their #24 jerseys for #23—a symbol that women should never fall short. Fans donated $23 to fuel the next generation. 427 million impressions. 73X daily donations. All in 23 hours.

As a new league with a limited budget, the PWHL needed to earn attention in a crowded sports market. Then we noticed something: International Women's Day 2026 was only 23 hours long, thanks to Daylight Saving. We turned that cruel irony into a rallying cry.