Founding PWHL sponsor Scotiabank is celebrating the new women’s hockey league with the voice of a tennis legend and advocate Billie Jean King. A new broadcast spot by Scotiabank also features the Toronto Sceptres’ Natalie Spooner and Montreal Victoire’s Catherine Dubois.

The latest campaign is a continuation of Scotiabank’s “Hockey For All” initiative, which was launched last spring to advocate for inclusivity.

John Rocco, VP of global brand management for Scotiabank, tells strategy that for the latest spot, the bank worked closely with the professional athletes who are close to the game, have lived it and have shared it. The “It’s her time” work celebrates the willingness of athletes to support other athletes, to break down barriers and to champion the sport they love, he adds.

Laura Curtis Ferrera, chief marketing officer for Scotiabank, says the “Hockey For All” initiative works in tandem with “Girls HockeyFest,” another marquee initiative. “We’re thrilled to continue to be a champion of women in sport as the league drops the puck on its second official season,” she says.

Rethink led the campaign on strategy, creative and PR, with PHD on media. The fully integrated campaign is anchored by a :30s with :15s and :6s cut downs and is running across English and French Canada.

“It’s her time” will run across several broadcast channels, digital, in-arena channels, and throughout our own network – nearly 1,000 retail branches from coast-to-coast. In addition, viewers will see the digital assets on theScore sports app or in The GIST newsletter.

“As with all campaigns, our media strategy is intentional, deliberate and purpose-built to reach the audiences our insights tell us where we can make a meaningful difference,” Rocco says.