Cheering audience

#ITSTIME for a vibrant professional women’s sport market in Canada.

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. Canadian fans are key to driving the success of pro women’s sport—it’s critical we understand them better.

Download It’s Time: Unlocking the Power of Pro Women’s Sport Fans

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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.

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What the Research Shows

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2 in 3 Canadians are fans of women’s sport.

Myths that Canadians aren’t interested in or don’t care about women’s sport are just that—myths. Canadians see women’s sport as athletic and exciting—they watch, follow, and engage where they can. And, there’s a tremendous appetite for more.

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Fans of women’s sport are a desirable audience.

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 which includes the next generation of Canadians with buying power.

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Unlocking the power of fans requires investment.

Fans need Canadian teams to cheer for, and a high-quality and easily available product to watch, follow, and engage with. What’s available for fans to engage with today drives the fandom of tomorrow.

Help Accelerate Professional Women’s Sport in Canada

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Canadian Women & Sport

Read the Research

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Photo: PWHL

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Photo: Kenny Zhong

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The Power of Fans

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“We know that fans of women’s sports are highly engaged with all aspects of the leagues they follow; from their favourite players to teams, leagues and even sponsor brands. They are also purpose-driven and have high expectations of the leagues they follow to be the same. Our goal is to keep our fans at the heart of everything we do and build this league with them in mind.”
Aisha Mayne headshot
Aisha Mayne (she/her)
Director, Marketing
Project 8
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“The investments being made in women’s professional sport are coming from a variety of industries and from across the country. It’s an incredibly exciting time to be able to expand programming for WNBA fans in Canada.”
Leah MacNab
Leah MacNab
Senior Vice President and Managing Director
NBA Canada
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“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.”
Christine Sinclair
Christine Sinclair
Professional Soccer Player
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Read the Roadmap

It’s Time: A Roadmap for Accelerating Professional Women’s Sport in Canada

In 2023, Canadian Women & Sport, in partnership with Canadian Tire Corporation and Boston Consulting Group, released It’s Time: A Roadmap for Accelerating Professional Women’s Sport in Canada. This first-of-its-kind study of the Canadian landscape presents a business case for a thriving women’s professional sport market and a roadmap to get there.

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Download the Research Reports

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In the Media

Two-thirds of Canadians are fans of women’s sports, survey says

‘Everything on the table’: Toronto exploring all options for PWHL playoff home dates amid report of booming interest in women’s sports

Credit: CBC Sports

About 17 million Canadians consider themselves women’s sports fans, report says

Our Partners

Presenting Partner

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With Support from

Research & Consultancy Partner

With Additional Support from

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About the Commercial Women’s Sport Initiative

In 2022, Canadian Women & Sport launched its Commercial Women’s Sport Initiative, supported by Presenting Partner Canadian Tire Corporation. Guided by a distinguished Advisory Group, the initiative seeks to support the growth and development of professional sport opportunities for women in Canada as an essential component of an equitable and inclusive sport system. Through the initiative, Canadian Women & Sport and its partners are providing evidence, thought leadership, and connection to inform investment decisions by sport properties, media, brands, and more, as well as to complement the work being done by others in this space.