A recent study has projected the financial potential of professional women’s sports in Canada, forecasting that the market value could exceed $500 million by 2030. Over the past two years, Canada has witnessed the inception 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, is set to commence play in the next season.
During this period, the market value of professional women’s sports in Canada has surged to an estimated range of $380 million to $400 million, marking a twofold increase. According to a report released by Canadian Women & Sport, a national non-profit organization, Allison Sandmeyer-Graves, the CEO, emphasized that the establishment of the NSL, PWHL, and the WNBA’s expansion in Canada is reshaping the landscape of Canadian sports significantly.
Sandmeyer-Graves expressed her enthusiasm, stating that it feels like a transformative era for Canada, catching up rapidly with global counterparts after lagging behind previously. The study, titled “It’s Time: Leading the Next Era of Growth,” was created in collaboration with the Canadian Tire Corporation and The Collective, an advocate for women’s investment under Wasserman.
The report highlights that two-thirds of Canadians consider themselves fans of women’s sports, urging brands to consider investing in this growing sector. Sandmeyer-Graves emphasized the importance of providing brands with data and insights to encourage their involvement in women’s sports.
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 Diana B. Matheson Cup will be awarded to the inaugural champion.
The report indicates that avid NSL fans are more engaged with athletes on social media compared to fans of men’s Major League Soccer (MLS). Christina Litz, the NSL’s president, emphasized that the data from the report showcases the unique fan base of women’s sports, affirming their lasting presence and growth trajectory.
The PWHL is gearing up for its third season, set to commence on November 21, ushering in the league’s expansion to eight teams. The league has seen a surge in attendance and merchandise sales, reflecting the growing popularity of women’s sports in Canada.
As the Toronto Tempo joins the WNBA amid the rising popularity of women’s basketball, including standout players like Angel Reese, Caitlin Clark, and Paige Bueckers, the future looks bright for women’s professional sports in Canada. Alongside new teams and leagues, Canada hosts significant women’s tournaments such as the National Bank Open in tennis and the CPKC Women’s Open in golf.