A recent study has quantified the financial impact of the burgeoning professional women’s sports scene in Canada, projecting a potential market value exceeding $500 million by 2030. Over the past couple of years, Canada has witnessed the establishment of the all-Canadian Northern Super League and the expansion of the Professional Women’s Hockey League (PWHL), which is introducing its fourth Canadian franchise in Vancouver this autumn. The upcoming addition of the Toronto Tempo, a WNBA expansion team scheduled to debut next season, further highlights the rapid growth of women’s sports in the country.
During this period, the market worth of professional women’s sports in Canada has doubled, now estimated between $380 million and $400 million, as per a report released by Canadian Women & Sport, a national non-profit organization. Allison Sandmeyer-Graves, the CEO of Canadian Women & Sport, emphasized that the introduction of the NSL, PWHL, and the WNBA’s expansion into Canada is reshaping the sports landscape in the country, likening it to a transformative phase with increasing opportunities compared to previous years.
The study, titled “It’s Time: Leading the Next Era of Growth,” was conducted in collaboration with Canadian Tire Corporation and The Collective, a global advocacy and advisory division of Wasserman focusing on women’s sports investment. The report reveals that two out of three Canadians consider themselves fans of women’s sports, underscoring a significant market potential.
The data presented in the report targets brands, especially those deliberating on investing in women’s sports. While some brands have already entered the space, others are awaiting further insights to make informed decisions. Sandmeyer-Graves urged brands to embrace the growing opportunities in women’s sports, backed by data-driven insights tailored to their perspectives.
The inaugural season of the six-team NSL recently concluded, 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 prestigious Diana B. Matheson Cup.
According to the report, dedicated NSL fans are twice as likely to engage with athletes on social media compared to fans of men’s Major League Soccer (MLS). Christina Litz, the president of NSL, emphasized the distinctiveness of women’s sports fans and their unwavering support, reinforcing the long-term growth trajectory of women’s sports.
The PWHL is set to kick off its third season on November 21, marking the beginning of an eight-team era with the addition of Vancouver and Seattle teams. Last season, over 737,000 fans attended PWHL games, and merchandise sales doubled year-over-year, reflecting the league’s growing popularity.
Furthermore, the upcoming entry of the Toronto Tempo into the WNBA aligns with the surging interest in women’s professional and NCAA basketball, fueled by emerging talents like Angel Reese, Caitlin Clark, and Paige Bueckers. The team is slated to commence play next spring following an expansion draft.
Apart from new teams and leagues, Canada hosts prominent women’s tournaments such as the National Bank Open in tennis and the CPKC Women’s Open in golf, bolstering the country’s position in fostering women’s sports at a global level.
