A recent study has quantified the growth of professional women’s sports in Canada, projecting a potential market value exceeding 500 million dollars by 2030. Over the past two years, Canada has witnessed the introduction of the all-Canadian Northern Super League and the expansion of the Professional Women’s Hockey League (PWHL), which is set to include its fourth Canadian franchise in Vancouver this fall. The upcoming addition of the Toronto Tempo, a WNBA expansion team scheduled to debut next season, further highlights the evolving landscape of Canadian sports.
During this period, the market worth of professional women’s sports in Canada has doubled to an estimated range of 380-400 million dollars, as per a report released by Canadian Women & Sport, a national non-profit organization. Allison Sandmeyer-Graves, the CEO of Canadian Women & Sport, emphasized the transformative impact of the NSL, PWHL, and WNBA expansion in Canada, signaling a significant shift in the country’s sports scene. She expressed enthusiasm about the rapid progress in Canadian women’s sports, likening it to a newfound illumination across the nation.
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. Notably, the report revealed that two-thirds of Canadians identify as fans of women’s sports, underlining a growing interest in this sector. The research aims to provide valuable insights to brands considering investments in women’s sports, urging them to seize the emerging opportunities in this expanding market.
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 champion will be crowned and awarded the Diana B. Matheson Cup. The report highlighted that ardent NSL fans exhibit higher engagement on social media compared to MLS fans, showcasing a strong fan base supporting women’s sports.
Christina Litz, president of the NSL, emphasized the enduring appeal of women’s sports and the importance of securing partnerships with Canadian brands to foster sustained growth. The upcoming third season of the PWHL, commencing on November 21, will mark the league’s expansion to eight teams, including new additions from Vancouver, Seattle, and other cities. Notably, PWHL attendance figures and merchandise sales have shown significant growth, reflecting the increasing popularity of the league.
The impending entry of the Toronto Tempo into the WNBA coincides with a surge in interest in women’s professional and NCAA basketball, driven by emerging talents such as Angel Reese, Caitlin Clark, and Paige Bueckers. The team is poised to participate in the league following an expansion draft next spring. Additionally, Canada hosts prominent women’s tournaments like the National Bank Open in tennis and the CPKC Women’s Open in golf, further enhancing the country’s stature in women’s sports.
The comprehensive insights from the Canadian Women & Sport report aim to encourage more brands to invest in women’s sports and capitalize on the thriving market opportunities in Canada’s evolving sports landscape.