Canada's Women's Sports Market Projected to Surpass $500 Million by 2030

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Recent findings reveal the burgeoning potential of women’s sports in Canada, estimating that the market could surpass half a billion dollars by 2030. This significant expansion follows the establishment of key leagues and franchises, greatly increasing the visibility and viability of women’s professional athletics in the nation.

Over the past two years, Canada has seen the inception of the all-Canadian Northern Super League and the growth of the Professional Women’s Hockey League (PWHL). The PWHL is set to introduce a new franchise in Vancouver this fall. Additionally, the WNBA will welcome the Toronto Tempo, further enhancing the competitive landscape.

Market valuation and growth dynamics

According to a report by Canadian Women & Sport, a national non-profit organization, the market value for professional women’s sports in Canada has doubled to an estimated range of $380 million to $400 million over the last two years. This surge is attributed to the increasing recognition of women’s sports and the expanding fan base.

Allison Sandmeyer-Graves, CEO of Canadian Women & Sport, expressed optimism about this exciting period, stating, “Canada’s women’s sports market has entered a new era of growth. In just two years, we’ve transitioned from having no professional teams to a flourishing ecosystem that is redefining possibilities. The commercial opportunities are tangible, and those brands that decide to invest now will not only help shape the future but also enjoy the benefits.”

The rise of fandom

The report, titled It’s Time: Leading the Next Era of Growth, emphasizes that two-thirds of Canadians identify as supporters of women’s sports. This statistic highlights the growing popularity and acceptance of female athletes in the sports arena.

Natalya Lukie, associate vice president of marketing at Canadian Tire, noted the importance of this research for stakeholders. “This report serves as a vital tool for brands, leagues, and investors, enabling them to make informed, strategic decisions that will support and sustain the growth of women’s sports for many years ahead,” she stated.

Exciting developments in women’s leagues

The Northern Super League recently concluded its inaugural season, with AFC Toronto securing the first Supporters’ Shield. The grand finale is scheduled for November 15 at BMO Field in Toronto, where the inaugural champion will be crowned, lifting the coveted Diana B. Matheson Cup.

Meanwhile, the PWHL is gearing up for its third season, commencing on November 21. This season marks an exciting transition as the league expands to eight teams, incorporating new franchises from Vancouver and Seattle alongside established teams such as the Toronto Sceptres, Montreal Victoire, Ottawa Charge, New York Sirens, Minnesota Frost, and Boston Fleet.

Fan engagement and merchandise growth

Last season, the PWHL attracted over 737,000 attendees to its regular season and playoff games, demonstrating robust interest in women’s hockey. Furthermore, merchandise sales for the PWHL doubled compared to the previous season, indicating strong consumer demand for women’s sports apparel and gear.

The Toronto Tempo will join the WNBA next season, as the league continues to experience a surge in interest and viewership, solidifying the growth trajectory of women’s professional sports in Canada.