Original design created by Virtual Mascot Contest winner Corwin Dickson 

January 27, 2022 (Brooklyn, N.Y.) – The Premier Hockey Federation today unveiled its first official mascot, Goal E. Tender, an animated character who lives in virtual space where they will fearlessly defend and represent the PHF. Goal E. Tender is a round purple furball with goalie pads, glove and stick created by PHF fan Corwin Dickson who submitted the original artwork and name in response to the Federation’s Virtual Mascot Contest launched in the summer. The design was brought to life in partnership with Detroit advertising agency, DP+.

“Mascots are important to build and strengthen brand identity by adding character and personality,” said PHF Commissioner Tyler Tumminia. “We wanted to be creative with our mascot approach and thought a virtual concept was unique in sport and a way to further enhance our digital presence and emotional connections with fans. Goal E. Tender captures the entertainment heart of the PHF. Full of life and fun, which is exactly what the PHF is all about.”


Corwin Dickson’s passion for artwork, particularly in the digital sphere, blossomed during the pandemic and is inspired by a lifelong love of hockey. The Massachusetts high school student, who also happens to play goalie, has found and developed an audience on social media where they often share samples of hockey-themed pieces @arsonandhockey.

“I think it’s so cool that my creation will be part of something bigger and reach a larger audience than I could ever achieve on my own,” Dickson said. “I’m so excited to see my work in animation and that it’s been brought to life in this way. I hope that the mascot will have a positive impact and will make people happy. It’s awesome that the PHF has chosen to have a mascot and even cooler that fans had the opportunity to help with the design.”

The task of transforming Goal E. Tender from concept to animation fell to DP+ ( and artists at Flavor Animation Studio and The Post Haus Audio. Under the DP+ team’s creative direction, the character was rebuilt from scratch to accommodate animation and sound effects for multiple actions, such as skating, waving and catching a puck. The team had special insight into these actions, as Flavor’s producer Laura Marchin happens to be the mother of Connecticut Whale Defender Taylor Marchin.

“This project has truly captured our hearts, as our team finds no greater joy than bringing something new into the world. And we hope that Goal E. Tender will bring that same joy and inspiration to others,” said Greg Farley, Executive Creative Director at DP+. “I believe this might be the first, and certainly the first animated, mascot created specifically for a professional sports league. We look forward to them making the rounds.”

Goal E. Tender will make their PHF broadcast debut during the 2022 PHF All-Star Showcase on Saturday, January 29 live on ESPN+ in the United States and on TSN5 in Canada. Puck drop is at 5:30 p.m. ET. Fans can also look for the mascot to be an added extension of the PHF’s merchandise environment in the near future at

By submitting the chosen entry in the PHF Virtual Mascot Contest, Dickson received monetary compensation, two years of season tickets to the Boston Pride (2022-23 & 2023-24), and will be recognized at an upcoming game.

About the Premier Hockey Federation
The PHF is the home of professional women’s hockey in North America. Established in 2015 as the National Women’s Hockey League, the NWHL rebranded to become the PHF in 2021 and provide opportunities for elite athletes to earn a living playing the game they love while fueling the continued growth of the sport. The league is made up of the Boston Pride, Buffalo Beauts, Connecticut Whale, Metropolitan Riveters, Minnesota Whitecaps, and the Toronto Six who all compete annually for the Isobel Cup. For more information visit