A recent study has quantified the financial growth of professional women’s sports in Canada, projecting that the market could reach over $500 million by 2030. Over the past two years, Canada has witnessed the establishment of the all-Canadian Northern Super League and the Professional Women’s Hockey League (PWHL), which is expanding with a fourth Canadian franchise in Vancouver this autumn. The upcoming Toronto Tempo, an expansion team in the WNBA, is set to commence play next season.
During this period, the market value of professional women’s sports in Canada has doubled to an estimated range of $380 million to $400 million. The report, released by Canadian Women & Sport, conveys that the addition of the NSL, PWHL, and the WNBA’s expansion into Canada is reshaping the Canadian sports scene significantly. Allison Sandmeyer-Graves, CEO of Canadian Women & Sport, expressed enthusiasm about the growth, highlighting Canada’s rapid progression in aligning with global sporting standards.
The study, titled “It’s Time: Leading the Next Era of Growth,” was crafted in collaboration with the Canadian Tire Corporation and The Collective, a division of Wasserman that focuses on advocating for and investing in women. It reveals that two out of three Canadians consider themselves fans of women’s sports. The study aims to provide insights to brands, encouraging them to consider investing in women’s sports, as the industry continues to expand.
The NSL recently concluded its inaugural regular 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 NSL champion will be crowned, lifting the Diana B. Matheson Cup. The report highlights that passionate NSL fans are highly engaged on social media, surpassing fans of men’s Major League Soccer in terms of social media interactions.
Christina Litz, the NSL’s president, emphasized the importance of the research in attracting Canadian brands to support women’s sports. The PWHL is gearing up for its third season, starting on November 21, with the league expanding to eight teams, including Vancouver and Seattle. The league has witnessed a surge in fan attendance and merchandise sales, indicating a growing interest in women’s hockey.
The report also indicates that a significant portion of Canadians interested in the PWHL are dedicated fans, with a high likelihood of watching games regularly on television. The entry of the Toronto Tempo into the WNBA coincides with the rising popularity of women’s professional and NCAA basketball, led by emerging talents such as Angel Reese, Caitlin Clark, and Paige Bueckers. Canada also hosts prominent women’s tournaments like the National Bank Open in tennis and the CPKC Women’s Open in golf, further solidifying its position in the women’s sports landscape.