A recent study has quantified the rapid growth of professional women’s sports in Canada, projecting a 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 Professional Women’s Hockey League, which is expanding with a fourth Canadian team in Vancouver this autumn. The upcoming addition of the Toronto Tempo, an expansion team in the WNBA set to debut next season, further underscores the evolving landscape of Canadian sports.
During this period, the market value of professional women’s sports in Canada has surged twofold, reaching an estimated $380 million to $400 million, as revealed in a report 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 into Canada is reshaping the sports scene in the country, signaling a significant advancement on the global stage.
The study, titled “It’s Time: Leading the Next Era of Growth,” produced in collaboration with Canadian Tire Corporation and The Collective, highlights that two out of three Canadians identify as fans of women’s sports. The findings are directed towards businesses, particularly those contemplating investments in women’s sports. Sandmeyer-Graves urged brands to seize the opportunity presented by the data and insights in the report to engage more actively in this burgeoning 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 inaugural NSL champion will be crowned and awarded the Diana B. Matheson Cup. The report indicates that ardent NSL fans exhibit a higher engagement rate on social media compared to fans of men’s Major League Soccer (MLS), illustrating the growing enthusiasm for women’s sports.
Christina Litz, the president of NSL, affirmed that the research findings underscore the distinctive nature of women’s sports fans and their enduring presence in the sports landscape. As the PWHL prepares to kick off its third season on November 21 with an expanded eight-team league, the league reports a significant increase in fan attendance and merchandise sales. The report also reveals that over half of Canadians interested in PWHL are avid fans, demonstrating a strong viewership interest in televised games.
The Toronto Tempo’s entry into the WNBA aligns with the surging popularity of women’s professional and NCAA basketball, fueled by rising stars like Angel Reese, Caitlin Clark, and Paige Bueckers. The team is set to commence play next spring post an expansion draft. Alongside the emergence of new teams and leagues, Canada hosts prominent women’s tournaments such as the National Bank Open in tennis and the CPKC Women’s Open in golf, further solidifying its position in the women’s sports arena.
