Report says Canada’s pro women’s sports market has doubled in two years
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A report by Canadian Women and Sport concluded that the country’s professional women’s sports market has doubled over the past two years and is on track to reach over half a billion dollars by 2030.
The report titled “It’s Time: Leading the Next Era of Growth” states the market value of women’s pro sports in Canada rose to almost $400 million this year from about half that in 2023.
The report released Monday projects growth to $570 million in five years.
“It is a big number,” Canadian Women and Sport chief executive officer Allison Sandmeyer-Graves acknowledged Monday.
“Canada is starting to punch above its weight globally in that sense. That number can keep going up from there. That’s not the ceiling.”
The Professional Women’s Hockey League has completed two seasons. Soccer’s Northern Super League launched this year. The Toronto Tempo will join the WNBA next year.
The PWHL will expand from its original six teams to eight in its third season, starting Nov. 21. The six-team NSL has stated the intention to add a club in 2027.
Those entities have joined golf’s CPKC Women’s Open and the National Bank Open tennis tournament in the women’s pro sports landscape in Canada. The report also incorporated investment in women’s Olympic sport using sponsorship data.
While start-up capital and franchise fees drove revenues the last two years, the report predicts that sponsorship, game-day revenue and the sale of broadcast and media rights will take over as the economic drivers of women’s pro sports over the next five years.
Canadian Women and Sport says the report, conducted in partnership with Canadian Tire Corporation and Wasserman’s The Collective, surveyed over 6,000 Canadians and consulted sport and business executives.
“We went from no professional women’s teams and leagues playing domestically to two and almost three with the Tempo joining next year,” Sandmeyer-Graves said.
“We’ve seen a lot of progress certainly, but there’s no doubt that this is still a very early days in the development of this market here in Canada.”
Her organization’s 2024 report concluded that two in three Canadians were fans of women’s sport.
This year’s report states that fans of women’s sport demonstrate higher brand sentiment and purchasing intent than fans of men’s sports.
The need to make a business case remains high, Sandmeyer-Graves said.
“It’s an opportunity to speak to all investors, but particularly brands,” she said. “Our earlier reports have been so much about potential.
“The sport landscape is being forever changed in this moment. This is a once-in-a-generation opportunity for brands to shape the future and capture the upside.”
The report includes a playbook for interested companies.
“There is the question of how, how do we show up in this space?” Sandmeyer-Graves said.
“Those who may be familiar with and already playing on the men’s side, it’s not just a lift and shift. There’s something unique and special about women’s sport that requires a unique strategy.”
This report by The Canadian Press was first published Oct. 27, 2025.