Sarah Fillier – who is widely considered the next big thing in women’s hockey – finally signed a one-year deal with the New York Sirens of the Professional Women’s Hockey League (PWHL) on Nov. 1. The deal was reached several months after she was named the first overall pick in the PWHL’s second-ever draft in June. 

It’s the most recent in a number of major steps the 24-year-old phenom has taken, after helping Canada win Gold at the 2022 Beijing Olympics, three Gold medals and a Silver at the World Championships and playing college hockey at Princeton since 2018.

Following those wins, on Oct. 22, Gatorade announced it was adding Filliar to its roster of elite athletes. To celebrate the partnership, Gatorade took the Georgetown native back to visit her home team, the Oakville Hornets, for a training day with the next generation of female athletes.

For Gatorade, working with athletes involves a collaborative process where the brand focuses on the athlete’s individual journeys, aspirations and the impact they want to have on their sport and community, explains Lourdes Seminario, senior director of marketing and sports nutrition for Gatorade Canada.

“We were excited to work with Sarah Fillier because she embodies the qualities that Gatorade values in an athlete,” Seminario tells strategy. “We worked with her on an ad that was developed by leveraging something true to her – her ‘never enough’ attitude that has helped launch her professional career.”

Fillier recently joined the U15 Oakville Hornets team at the Joshua Creek Arena to lead a practice session, speak with the girls about her hockey journey and take questions before hitting the ice.

Seminario says Fillier’s approach was in line with the next generation of professional athletes, who “are more engaged with their personal brand and social media presence than ever before. They understand the importance of storytelling and often take a proactive role in shaping their narratives. This new approach impacts how sponsorships are pursued and marketed; athletes now seek partnerships that align with their values and aspirations.”

For Gatorade and the PWHL, that means creating authentic relationships with athletes like Fillier, who embody qualities that resonate with fans. By supporting these athletes, Gatorade can amplify its messages and inspire the next generation of players, Seminario adds.

“This approach not only elevates the profile of women’s hockey but also builds a strong foundation for the league’s identity,” Seminario says. “In these formative stages, sponsorships are vital as they provide the financial backing and resources essential for growth, visibility and credibility… This collaboration not only broadens the league’s reach but also helps cultivate a community around the league that celebrates female athletes and encourages future participation.”