A recent study has projected a substantial increase in the market value of professional women’s sports in Canada, with estimates suggesting it could reach over $500 million by 2030. Over the past couple of years, Canada has witnessed the establishment of the Northern Super League and the expansion of the Professional Women’s Hockey League, including the addition of a fourth Canadian franchise in Vancouver. The upcoming Toronto Tempo, a WNBA expansion team, is set to commence play in the next season.
During this period, the market value of professional women’s sports in Canada has reportedly doubled to approximately $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 introduction of the NSL, PWHL, and the WNBA expansion into Canada is reshaping the Canadian sports scene significantly.
The study, titled “It’s Time: Leading the Next Era of Growth,” was produced in collaboration with the Canadian Tire Corporation and The Collective, a division of Wasserman focusing on women’s investment. It also highlights that two out of three Canadians consider themselves fans of women’s sports, providing valuable insights for brands contemplating involvement in this sector.
Sandmeyer-Graves encouraged brands to delve into women’s sports, citing the necessity of embracing this burgeoning sector. The NSL recently concluded its inaugural 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 NSL champion will be crowned.
Moreover, the report indicates that avid NSL fans exhibit higher engagement with athletes on social media compared to MLS fans and are more likely to interact with team social media channels. Christina Litz, the NSL’s president, emphasized the enduring appeal of women’s sports and the potential for growth in this domain.
The PWHL is gearing up for its third season, marking the start of the league’s expansion to eight teams. Notably, PWHL games attracted over 737,000 fans last season, with merchandise sales doubling year over year. The report also reveals that a significant portion of Canadians are avid PWHL fans and are more inclined to watch games regularly on TV.
The Toronto Tempo’s entry into the WNBA coincides with a rise in popularity for women’s professional and NCAA basketball, buoyed by emerging talents like Angel Reese, Caitlin Clark, and Paige Bueckers. Alongside the new teams and leagues, Canada already hosts prominent women’s tournaments like the National Bank Open and the CPKC Women’s Open in tennis and golf, respectively.