17 Million Canadians Consider Themselves Fans of Women’s Sport According to New Research
First-of-its-kind Canadian study highlights unique attributes of Canadian fans of women’s sport and the value fandom represents for sport business.
Research conducted by Canadian Women & Sport and research and consultancy partner IMI International, presented by Canadian Tire Corporation and with support from Women and Gender Equality Canada.
Toronto, ON (Monday, April 22) – Today, Canadian Women & Sport and research and consultancy partner IMI Consulting released It’s Time: Unlocking the Power of Pro Women’s Sport Fans, presented by Canadian Tire Corporation with support from Women and Gender Equality Canada. The report illustrates the tremendous value—current and potential—that fans of women’s sports in Canada represent for all manner of sport business.
This first-of-its-kind research polled Canadians aged 13-65 to reveal that two in three Canadians (67%) consider themselves to be fans of women’s sports—that is equivalent to more than 17 million Canadians. Canadian fans of women’s sport include coveted audiences like Gen Zs, Millennials and families, as well as diverse, well-educated and affluent Canadians.
It’s Time: Unlocking the Power of Pro Women’s Sport Fans is the second in a series of research, thought-leadership and connection aimed at exploring the commercial opportunities of the Canadian women’s professional sport market. The first installment, It’s Time: Accelerating Professional Women’s Sports in Canada, was released in 2023.
Key Insights from It’s Time: Unlocking the Power of Pro Women’s Sport Fans
- 67% of Canadians aged 13-65 are fans of women’s sport.
- 2 in 5 Canadians aged 13-65 (41% or 10 million Canadians) consider themselves “avid fans” and regularly watch women’s professional or elite sport and/or tune in for major events including the Olympic and Paralympic Games, and the FIFA Women’s World Cup.
- Canadian fans of women’s sport are more diverse, educated and affluent than the general population of Canada.
- Women’s sport is popular among people of all genders. Slightly more than half (53%) are men, and the balance of fans are women (46%) and gender-diverse people (1%).
- 8 in 10 fans of pro women’s sport are excited about the future of women’s sport in Canada and, if given the opportunity, are eager to engage further in various ways.
- Unlocking the power of fans requires investment. Fans want and need Canadian teams to cheer for, and a high-quality and readily available product to watch, follow, and engage with.
- Canadians see women’s sport as athletic and exciting. And, there is a tremendous appetite for more.
- 6 in 10 fans think brands should do more to support women’s sport in Canada, and 4 in 10 fans are more likely to purchase from brands that support women’s sport. This jumps to 5 in 10 among Gen Z and young Millennials.
“We have seen trends and proof points over the past few years, but now we have credible—and uniquely Canadian—data demonstrating that fans of women’s sport are a large, attractive audience for brands and investors. Women’s pro sport is no longer a hypothetical opportunity. Case studies have been written, potential has been realized, and records have been broken. It’s time for more bold investment in professional women’s sport in Canada.”
Allison Sandmeyer-Graves
CEO at Canadian Women & Sport
“At Canadian Tire Corporation, we know that to truly champion professional women’s sports, we must create a roadmap for other Canadian organizations to understand and invest in its untapped potential. Together with the findings of the first installment, this new research provides us with invaluable data that not only furthers our understanding of the professional women’s sport movement but allows us to create meaningful connections with the fanbase that drives it.”
Ashley Curran
AVP, Sport Partnerships, Canadian Tire Corporation
