A new study has attached a dollar figure to the explosion of professional women’s sports in Canada, estimating the market value could grow to more than half a billion dollars by 2030.
In the last two years, Canada has seen the launch of the all-Canadian Northern Super League, the Professional Women’s Hockey League (which is adding its fourth Canadian franchise this fall in Vancouver), and will soon see the Toronto Tempo added to the WNBA.
During that same period of time, the market value of pro women’s sports in this country has doubled in size to an estimated $380 million to $400 million, according to a report released on Monday from Canadian Women & Sport, a national non-profit.
“Canada’s women’s sports market has entered a new era of growth,” Allison Sandmeyer-Graves, the CEO of Canadian Women & Sport, said in a statement. “In just two years, we’ve gone from zero professional teams to a thriving ecosystem that’s redefining what’s possible. The commercial opportunity is real, and brands that invest now will be the ones to shape the future and reap the rewards.”
Women’s sports aren’t just having a moment, they’re having a movement
The research was developed in partnership with both the Canadian Tire Corporation and The Collective, a global advocacy and advisory arm of Wasserman that focuses on investment in women.
The study, called It’s Time: Leading the Next Era of Growth, also says that two in three Canadians identify as fans of women’s sport.
“This report is an important resource for brands, leagues, and investors to make informed, strategic decisions that will sustain the growth of women’s sport for years to come,” Natalya Lukie, Canadian Tire’s associate vice president of marketing, said.
The six-team NSL just completed its inaugural regular season, where AFC Toronto clinched the first Supporters’ Shield.
The NSL final is set for Nov. 15 at BMO Field in Toronto, where the first NSL champion will be crowned and will lift the Diana B. Matheson Cup.
The PWHL will begin its third season on Nov. 21, marking the beginning of the league’s eight-team era. Vancouver and Seattle begin play this season, joining the Toronto Sceptres, Montreal Victoire, Ottawa Charge, New York Sirens, Minnesota Frost and Boston Fleet.
Last season, more than 737,000 fans attended a PWHL regular season or playoff game, while sales of PWHL merchandise doubled season over season, according to the league’s figures.
The Toronto Tempo will begin play in the WNBA next season, as that league continues to navigate massive growth in interest.
In addition to new teams and leagues, Canada was already home to major women’s tournaments such as the National Bank Open in tennis and the CPKC Women’s Open in golf.
