A recent study has quantified the economic impact of the surge in professional women’s sports in Canada, forecasting that the market value could exceed $500 million by 2030. Over the past couple of years, Canada has witnessed the establishment of the all-Canadian Northern Super League and the Professional Women’s Hockey League, which is expanding with a new franchise in Vancouver this autumn. The upcoming addition of the Toronto Tempo, a WNBA expansion team set to debut next season, further highlights the growth in this sector.
During this timeframe, the market value of professional women’s sports in Canada has doubled to an estimated range 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 WNBA expansion in Canada is reshaping the country’s sports landscape significantly.
The study, titled “It’s Time: Leading the Next Era of Growth,” was developed in collaboration with the Canadian Tire Corporation and The Collective, an advocacy arm of Wasserman focusing on women’s investment. According to the report, two out of three Canadians consider themselves fans of women’s sports.
The research data aims to appeal to brands, particularly those hesitant about investing in women’s sports. While some brands have already taken the plunge, others are observing the landscape before committing. Sandmeyer-Graves highlighted the importance of presenting data and insights tailored to brands to encourage their involvement in this growing market.
The Northern Super League, comprising six teams, just wrapped up its inaugural regular season, 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 presented with the Diana B. Matheson Cup.
The report points out that avid NSL fans are more likely to engage with athletes and team social media compared to fans of men’s Major League Soccer (MLS). Christina Litz, the NSL’s president, expressed confidence in the growth of women’s sports and the importance of securing support from Canadian brands.
The Professional Women’s Hockey League will kick off its third season on November 21, ushering in the era of an eight-team league. With Vancouver and Seattle joining existing teams, the league anticipates continued growth following a successful previous season in terms of attendance and merchandise sales.
The data from the Canadian Women & Sport report reveals a significant fan base for the PWHL, with 53% of interested Canadians identifying as avid fans, showcasing a high likelihood of regular TV viewership. The entry of the Toronto Tempo into the WNBA aligns with the increasing popularity of women’s basketball, anchored by rising stars in the professional and NCAA circuits.
In addition to the new leagues and teams, Canada hosts prominent women’s tournaments like the National Bank Open in tennis and the CPKC Women’s Open in golf, further solidifying the country’s position in the women’s sports landscape.
