A recent study has projected the financial growth of women’s professional sports in Canada, forecasting a potential market value exceeding $500 million by 2030. Over the past couple of years, Canada welcomed the establishment of the Northern Super League and the expansion of the Professional Women’s Hockey League (PWHL), with Vancouver hosting the fourth Canadian franchise this autumn. The upcoming Toronto Tempo, a WNBA expansion team scheduled to debut next season, further highlights the evolving landscape of Canadian sports.
During this period, the market value of professional women’s sports in Canada has doubled, estimated to range between $380 million and $400 million. The report, released by Canadian Women & Sport, a national non-profit organization, emphasizes the transformative impact of the NSL, PWHL, and WNBA expansion on Canada’s sports scene.
Allison Sandmeyer-Graves, CEO of Canadian Women & Sport, expressed enthusiasm about the evolving sports scenario in Canada, likening it to a newfound awakening. She noted the rapid pace at which Canada is catching up with global sporting trends, marking a significant shift from its previous position.
The study, titled “It’s Time: Leading the Next Era of Growth,” was a collaborative effort involving the Canadian Tire Corporation and The Collective, a division of Wasserman focusing on women’s sports investment. According to the report, two out of three Canadians identify as fans of women’s sports, underscoring the growing appeal of such events.
The research aims to persuade brands, particularly those hesitant about investing in women’s sports, by providing valuable insights and data. Sandmeyer-Graves encouraged brands to delve into this space, emphasizing the need for a strategic approach while acknowledging the evolving dynamics of the sports industry.
The NSL recently concluded its inaugural season, with AFC Toronto securing the first Supporters’ Shield. The NSL final is scheduled for November 15 at BMO Field in Toronto, where the inaugural champion will be crowned, lifting the Diana B. Matheson Cup.
Notably, the report highlights the distinctive characteristics of avid NSL fans, who exhibit higher engagement levels on social media compared to fans of men’s Major League Soccer (MLS). Christina Litz, President of the NSL, affirmed the enduring presence of women’s sports fans and their growing influence, particularly in engaging with brands and sponsors.
The PWHL is gearing up for its third season, set to kick off on November 21 with an expanded eight-team league. The league witnessed a significant increase in fan attendance and merchandise sales last season, indicating a growing interest in women’s hockey.
The entry of the Toronto Tempo into the WNBA coincides with the rising popularity of women’s professional and collegiate basketball, fueled by emerging talents like Angel Reese, Caitlin Clark, and Paige Bueckers. Canada also hosts prestigious women’s tournaments such as the National Bank Open in tennis and the CPKC Women’s Open in golf, further solidifying its position in the global sports arena.
