The purpose of this study was to describe and analyze the work of ice hockey clubs work to create audience interest in women's ice hockey from a gender perspective. This study also aimed to investigate two different perspectives. Semi-structured interviews were conducted with representatives of different clubs and their organized fan clubs. The results were analyzed in a gender perspective where the mainstarting point was Coakley's orthodox gender ideology with a main approach of male-dominated, male identified and male-centered point of view. A thematic analysis was used to process the material from the interviews. The study found that the clubs aimed to improve women's ice hockey and create value for the audience. However, traditional views of gender negatively affected the respondents' views on female ice hockey and players, often comparing them to male ice hockey players. The respondents also believed that it will be difficult to be equal because of men's hockey culture and history. The study concludes that traditional gender views consciously and unconsciously affect women's activities.