A recent study has projected the financial worth of professional women’s sports in Canada to potentially exceed $500 million by 2030. The emergence of the Northern Super League and the Professional Women’s Hockey League, including the upcoming expansion of the WNBA with the Toronto Tempo team, has significantly impacted the growth of women’s sports in the country.
Over the past two years, the market value of professional women’s sports in Canada has surged to an estimated range of $380 million to $400 million. This information was disclosed in a report unveiled 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 WNBA expansion teams in Canada is reshaping the nation’s sports landscape.
The collaborative research, titled “It’s Time: Leading the Next Era of Growth,” was conducted with support from the Canadian Tire Corporation and The Collective, a division of Wasserman focusing on investing in women. The report also highlights that two out of three Canadians consider themselves fans of women’s sports.
The study aims to appeal to brands, especially those contemplating investments in women’s sports. Sandmeyer-Graves encouraged brands to embrace this sector, leveraging the data and insights provided in the report to guide their strategic decisions. The NSL recently completed its first regular season, with AFC Toronto securing the inaugural Supporters’ Shield. The NSL final is scheduled for November 15 at BMO Field in Toronto, where the first NSL champion will be crowned.
According to the report, devoted NSL fans exhibit higher engagement on social media compared to followers of men’s Major League Soccer (MLS). Christina Litz, the President of NSL, emphasized the distinctiveness of women’s sports fans and their enduring presence in the sports industry.
The PWHL is set to kick off its third season on November 21, marking the start of the league’s expansion to eight teams. The league observed a substantial increase in fan attendance and merchandise sales during the previous season. The introduction of new teams and leagues, along with established tournaments like the National Bank Open and CPKC Women’s Open, contribute to the flourishing landscape of women’s sports in Canada.
