A recent study has quantified the economic impact of the surge in professional women’s sports in Canada, forecasting a potential market value exceeding $500 million by 2030. Over the past couple of years, Canada has witnessed the establishment of the all-Canadian Northern Super League and the expansion of the Professional Women’s Hockey League, which is introducing its 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 growth.
During this period, the market value of professional women’s sports in Canada has doubled to an estimated range of $380 million to $400 million, as revealed in a report released by Canadian Women & Sport, a national non-profit organization. Allison Sandmeyer-Graves, the CEO of Canadian Women & Sport, emphasized that the emergence 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 produced in collaboration with the Canadian Tire Corporation and The Collective, a division of Wasserman focusing on women’s sports investments. The report highlights that two out of three Canadians consider themselves fans of women’s sports, signaling a growing interest and potential market opportunity.
The research aims to appeal to brands, particularly those hesitating to invest in women’s sports, by providing valuable insights and data. Sandmeyer-Graves encourages brands to seize the opportunity presented by the expanding women’s sports market, emphasizing the strategic benefits of engaging in this space.
The Northern Super League 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 league champion will be crowned and awarded the Diana B. Matheson Cup.
According to the report, fans of the NSL are notably more engaged on social media compared to fans of men’s Major League Soccer (MLS), showcasing a dedicated following. Christina Litz, the NSL’s president, emphasized the unique fan base of women’s sports and expressed confidence in the sustained growth of the sector.
The PWHL is gearing up for its third season, commencing on November 21 with the introduction of new teams from Vancouver and Seattle, expanding the league to eight teams. The league reported a significant increase in attendance and merchandise sales, reflecting the growing popularity and support for women’s hockey.
Amid this growth, the Toronto Tempo is set to join the WNBA, aligning with the increasing popularity of women’s professional and NCAA basketball. The team is scheduled to debut in the upcoming season following an expansion draft, contributing to the flourishing landscape of women’s sports in Canada.
Apart from the new leagues and teams, Canada already hosts major women’s tournaments like the National Bank Open in tennis and the CPKC Women’s Open in golf, further solidifying its status as a hub for women’s sports.
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