Unlock the Power of Professional Women’s Sport Fans! Learn More →
#ITSTIME
Investing in professional women’s sport will unlock a new era of growth and opportunity in Canada, one that will herald commercial and social benefits for decades to come.
In this first-of-its-kind research from Canadian Women & Sport, research and consultancy partner IMI Consulting, presenting partner Canadian Tire Corporation, and with support from Women and Gender Equality Canada, we illustrate the tremendous value—current and potential—that fans of women’s sports in Canada represent for all manner of sport business.
Fandom includes Canadians of all ages, with younger Canadians aged 13–26 (Gen Z) and 27–34 (young Millennials) driving engagement and fuelling momentum around women’s sport.
Not only are fans of women’s sport a large market, they’re also diverse, educated, and affluent. Professional women’s sport offers brands and investors an opportunity to connect to an attractive audience.
I’m a huge proponent of seeing is believing. It played a big role in where I am today, and it’s a major driver of why I continue to play professionally and continue to advocate and celebrate the advancements in women’s sport. When I was growing up, playing women’s sport professionally was never really a consideration, it wasn’t on TV or in the news as it is today. But I remember taking the short trip down to Portland from Vancouver when I was 15 to go watch some of the 1999 Women’s World Cup matches. Being able to see stars like Michelle Akers and Mia Hamm play in front of sellout crowds inspired me to immediately think to myself: this is what I want to do, and I’m gonna play in the next Women’s World Cup. Sure enough I would do that and also go on to play the majority of my club football career in the very same stadium [Providence Park].
Christine Sinclair
Professional Soccer Player
What’s available for fans to engage with today drives the fandom of tomorrow. At this early stage, prioritizing accessibility by avoiding paywalls and fragmentation across platforms is critical. Failing to make high-quality content easily available for Canadians to watch and engage with risks leaving potential fans behind.
of fans grew up watching sports
of fans are eager to engage
This toolkit aims to empower the bold leaders and visionaries of pro women’s sport with access to a customizable deck of research insights that helps make the case for investing in pro women’s sport, as well as a starter guide for embedding gender equity into every level of pro women’s sport organizations.
Together, we can raise the bar for gender equity in sport.
