A recent study has quantified the 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 all-Canadian Northern Super League and the expansion of the Professional Women’s Hockey League with a new franchise in Vancouver. The upcoming addition of the Toronto Tempo, an expansion team in the WNBA slated to start playing next season, further reflects the evolving landscape of Canadian sports.
The market value of professional women’s sports in Canada has surged during this period, reaching an estimated range of $380 million to $400 million, as outlined in a report released by Canadian Women & Sport, a national non-profit organization. Allison Sandmeyer-Graves, the CEO of Canadian Women & Sport, emphasized that the emergence of the NSL, PWHL, and the expansion of the WNBA in Canada are reshaping the sporting scene in the country.
The study, titled “It’s Time: Leading the Next Era of Growth,” was a collaborative effort between the Canadian Tire Corporation and The Collective, a global arm of Wasserman focusing on women’s sports investment. It highlights that two-thirds of Canadians consider themselves fans of women’s sports, underscoring the growing appeal of this sector.
The report aims to provide valuable insights to brands, urging them to consider investing in women’s sports. While some brands have already seized the opportunity, others are still evaluating their entry into this space. Sandmeyer-Graves stressed the importance of leveraging data and insights to encourage more brands to support women’s sports.
The successful inaugural season of the six-team NSL culminated with AFC Toronto clinching the Supporters’ Shield. As the NSL final approaches, scheduled for November 15 at BMO Field in Toronto, the report indicates that avid NSL fans exhibit higher engagement levels on social media compared to fans of men’s Major League Soccer.
Christina Litz, the NSL’s president, emphasized the enduring appeal of women’s sports, noting that the data presented in the report plays a crucial role in convincing Canadian brands to invest early on. The PWHL is gearing up for its third season, welcoming new teams from Vancouver and Seattle, expanding the league to an eight-team format.
The Toronto Tempo’s entry into the WNBA coincides with the growing popularity of women’s basketball, fueled by emerging talents such as Angel Reese, Caitlin Clark, and Paige Bueckers. The team is set to debut in the upcoming season following an expansion draft. Alongside the rise of new teams and leagues, Canada hosts prestigious 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 arena.