A recent study has quantified the economic impact of the growing presence of women’s professional sports in Canada, projecting that the market value could exceed $500 million by 2030. Over the past two years, Canada has witnessed the establishment of the Northern Super League and the expansion of the Professional Women’s Hockey League (PWHL), with a new Canadian franchise in Vancouver. The upcoming addition of the Toronto Tempo, an expansion team in the WNBA set to debut next season, further underscores the changing landscape of Canadian sports.
According to a report released by Canadian Women & Sport, the market value of women’s professional sports in Canada has surged to an estimated $380 million to $400 million, doubling in size within the same timeframe. Allison Sandmeyer-Graves, CEO of Canadian Women & Sport, emphasized the transformative impact of the NSL, PWHL, and the WNBA’s expansion into Canada on the sports scene in the country.
The study, titled “It’s Time: Leading the Next Era of Growth,” was a collaborative effort with the Canadian Tire Corporation and The Collective, an advocacy and advisory arm of Wasserman focusing on women’s sports investment. The report highlights that two out of three Canadians identify as fans of women’s sports, targeting brands to consider investing in this growing sector.
Sandmeyer-Graves encouraged brands to leverage the data and insights provided in the report to enter the women’s sports market strategically. The NSL, with six teams, recently concluded its inaugural regular season, with AFC Toronto securing the first Supporters’ Shield. The league’s final is scheduled for November 15 at BMO Field in Toronto, where the Diana B. Matheson Cup will be awarded to the inaugural champion.
The report revealed that NSL fans are highly engaged, being more active on social media compared to fans of men’s Major League Soccer. Christina Litz, president of the NSL, emphasized the long-term commitment of women’s sports and the importance of securing brand partnerships early on. The PWHL is gearing up for its third season, expanding to eight teams with the addition of Vancouver and Seattle.
The Toronto Tempo’s entry into the WNBA aligns with the rising popularity of women’s basketball, fueled by emerging talents like Angel Reese, Caitlin Clark, and Paige Bueckers. The report also acknowledges Canada’s existing major women’s tournaments like the National Bank Open and the CPKC Women’s Open in tennis and golf, respectively, further solidifying the nation’s sports landscape.