A recent study has quantified the financial growth of professional women’s sports in Canada, projecting that the market value could exceed half a billion dollars 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, with the latter set to introduce its fourth Canadian team in Vancouver this autumn. Additionally, the Toronto Tempo, a WNBA expansion franchise, is slated to commence its inaugural season soon.
During the same timeframe, the market worth of professional women’s sports in Canada has seen a twofold increase, reaching an estimated $380 million to $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 inclusion of the NSL, PWHL, and the WNBA’s expansion in Canada is reshaping the country’s sports landscape significantly.
The study, titled “It’s Time: Leading the Next Era of Growth,” was a collaborative effort with Canadian Tire Corporation and The Collective. It highlights that two out of three Canadians identify as fans of women’s sports. The insights from the report target brands, urging them to consider investing in women’s sports and emphasizing the potential growth within this sector.
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 champion will be awarded the Diana B. Matheson Cup. The report reveals that dedicated NSL fans exhibit higher engagement on social media compared to fans of men’s Major League Soccer.
Christina Litz, the President of NSL, emphasized the importance of the research in showcasing the distinct fan base of women’s sports and their enduring appeal to brands. The PWHL is gearing up for its third season, welcoming new teams from Vancouver and Seattle, alongside existing franchises. Notably, the league witnessed a significant increase in attendance and merchandise sales last season.
The report also indicates that a significant portion of Canadians are avid fans of the PWHL, with a high preference for watching games on television. As the Toronto Tempo prepares to join the WNBA amidst the rising popularity of women’s basketball, Canada continues to host prominent women’s tournaments in tennis and golf.
This data-driven approach aims to encourage brands to capitalize on the growing market of women’s sports, emphasizing the long-term potential and sustainability of this evolving industry.