It's Time for the Next Era of Professional Women's Sport
In 2023, Canadian Women & Sport launched the Commercial Women’s Sport Initiative to support the development of a strong and sustainable professional women’s sport ecosystem in Canada. Through four It’s Time reports, we’ve tracked the evolution of the market, explored the growing fan base and commercial opportunity, and identified what it will take to sustain the momentum.
“Canadians have made their demand clear. They’ve shown up, tuned in and demonstrated they want professional women’s sport. Now the system has to catch up. Working together, we can build a stronger professional sport industry and create more opportunities for women to compete and lead, and for girls to see a future for themselves in sport.” - Allison Sandmeyer-Graves, CEO, Canadian Women & Sport.
From Milestone Moments to Market Permanence
In partnership with Canadian Tire Corporation and research partner IMI, Canadian Women & Sport is proud to release the fourth instalment of It’s Time.
Three in four Canadians (75%) now identify as fans of professional women’s sport, up from 67% in 2024. But 62% of fans say they don’t know where to find the professional women’s sport they want to watch. It’s Time 2026 explores what it will take to close that visibility gap, turn growing interest into sustained fandom and unlock long-term value across the professional women’s sport ecosystem.
Visibility and the Path to Sustainable Growth for Professional Women’s Sport
The demand for professional women’s sport is clear. The opportunity now is to translate that interest into sustained fandom by making women’s sport easier to discover, access and follow.
Doing so will require action across the ecosystem, including broadcasters and media, leagues and teams, brands and sponsors, investors, and governments.
Demand is Proven
Three in four Canadians (75%) now identify as fans of professional women’s sport, up from 67% in 2024.
Visibility is the Challenge
62% of fans say they don’t know where to find the professional women’s sport they want to watch.
The Opportunity is Sustained Fandom
Make professional women’s sport easier to discover, access and follow, creating more opportunities to turn interest into sustained fandom and long-term value.
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