A recent study has quantified the economic growth of professional women’s sports 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 Northern Super League and the expansion of the Professional Women’s Hockey League (PWHL) with its fourth Canadian team set to launch in Vancouver. The upcoming addition of the Toronto Tempo, a WNBA expansion franchise, is set to kick off next season.
During this same timeframe, the market value of professional women’s sports in Canada has surged twofold to an estimated range of $380 million to $400 million, as outlined in a report 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 expansion in Canada is reshaping the Canadian sports scene permanently.
Expressing her enthusiasm, Sandmeyer-Graves stated in an interview with CBC Sports that it feels like a turning point for Canada, catching up rapidly with global counterparts after lagging behind previously.
The study, titled “It’s Time: Leading the Next Era of Growth,” was a collaborative effort between Canadian Tire Corporation and The Collective, a division of Wasserman focusing on women’s investment advocacy. The report also reveals that two out of three Canadians identify as fans of women’s sports.
The research findings target brands, especially those hesitant to invest in women’s sports. It aims to provide data-driven insights to encourage brands to engage more actively in this burgeoning sector.
The six-team Northern Super League has recently concluded its inaugural season, with AFC Toronto securing the first Supporters’ Shield. The NSL championship game is scheduled for November 15 at BMO Field in Toronto, where the inaugural champion will be crowned.
In the debut season, the report highlights that ardent NSL fans are twice as likely to follow athletes on social media compared to fans of men’s Major League Soccer (MLS), and 21% more likely to engage with team social media platforms.
Christina Litz, the president of NSL, underscored the distinctive nature of women’s sports fans, emphasizing their enduring presence in the sports landscape.
Moving forward, the PWHL is gearing up for its third season starting on November 21, marking the commencement of the league’s expansion to eight teams, including Vancouver and Seattle. Notably, PWHL attendance figures and merchandise sales have shown significant growth in recent seasons.
The report from Canadian Women & Sport also indicates that over half of Canadians interested in the PWHL are categorized as “avid fans,” displaying an 85% higher likelihood of watching games regularly on television.
The entry of the Toronto Tempo into the WNBA aligns with the rising popularity of women’s professional and NCAA basketball, buoyed by emerging talents like Angel Reese, Caitlin Clark, and Paige Bueckers. The Toronto Tempo is slated to debut in the upcoming season following an expansion draft.
Apart from the new leagues and teams, Canada already hosts major women’s tournaments like the National Bank Open in tennis and the CPKC Women’s Open in golf, further enriching the country’s sports landscape.
