What's Happening?
A report by Canadian Women and Sport reveals that the professional women's sports market in Canada has doubled in size over the past two years, reaching nearly $400 million in 2025. The report, titled
'It’s Time: Leading the Next Era of Growth,' forecasts the market to grow to $570 million by 2030. This growth is attributed to the expansion of leagues such as the Professional Women's Hockey League and the Northern Super League, alongside the upcoming inclusion of the Toronto Tempo in the WNBA. The report highlights the shift from start-up capital and franchise fees to sponsorship, game-day revenue, and media rights as key economic drivers. The study, conducted with Canadian Tire Corporation and Wasserman's The Collective, surveyed over 6,000 Canadians and consulted sport and business executives.
Why It's Important?
The rapid growth of the women's sports market in Canada signifies a transformative shift in the sports industry, with potential implications for sponsorship and media rights. As the market expands, it presents a unique opportunity for brands to engage with a growing fan base that demonstrates higher brand sentiment and purchasing intent compared to men's sports fans. This development could lead to increased investment in women's sports, fostering greater visibility and support for female athletes. The report underscores the importance of developing tailored strategies for women's sports, rather than replicating approaches used in men's sports, to capitalize on this growth effectively.
What's Next?
The Professional Women's Hockey League is set to expand from six to eight teams in its third season, starting November 21. The Northern Super League plans to add a club in 2027, further contributing to the growth of women's sports in Canada. The Toronto Tempo's entry into the WNBA next year will also bolster the market. As sponsorship, game-day revenue, and media rights become primary economic drivers, stakeholders will need to navigate these changes strategically to sustain growth. Brands and investors are encouraged to leverage this 'once-in-a-generation opportunity' to shape the future of women's sports.
Beyond the Headlines
The report highlights the cultural shift towards greater acceptance and support for women's sports, with two-thirds of Canadians identifying as fans. This growing fan base could lead to increased advocacy for gender equality in sports, challenging traditional norms and promoting inclusivity. The emphasis on unique strategies for women's sports suggests a broader recognition of the distinct value and appeal of female athletes, potentially influencing societal perceptions and encouraging more women to pursue careers in sports.
