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It's Time to Lead the Next Era of Growth for Professional Women's Sport in Canada Learn More →
Research from Canadian Women & Sport provides the most comprehensive picture yet of the rapidly expanding women’s professional sports economy in Canada
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A new report from Canadian Women & Sport reveals that Canada’s professional women’s sports market has doubled in size since 2023, reaching an estimated $380–$400 million in 2025 and is on pace to hit $570 million by 2030. The findings mark a defining moment in the country’s sport and business landscape—signaling that professional women’s sport has evolved from promise to performance.
The report, It’s Time: Leading the Next Era of Growth, developed in partnership with Canadian Tire Corporation and The Collective, Wasserman’s global advocacy and advisory business that drives investment in women, provides the most comprehensive picture yet of the rapidly expanding women’s professional sports economy in Canada.
“Canada’s women’s sports market has entered a new era of growth,” said Allison Sandmeyer-Graves, CEO of Canadian Women & Sport. “In just two years, we’ve gone from zero professional teams to a thriving ecosystem that’s redefining what’s possible. The commercial opportunity is real, and brands that invest now will be the ones to shape the future and reap the rewards.”
The growth reflects the rise of new professional leagues and teams across Canada, including the Professional Women’s Hockey League (PWHL), the Northern Super League (NSL), and the Toronto Tempo, set to join the Women's National Basketball Association (WNBA) in 2026. These new entities join established global tournaments such as the CPKC Women’s Open and the National Bank Open, creating a year-round calendar of women’s sport in Canada.
According to the report, early investment and fan demand have fueled a market transformation:
● Market Value: an increase from $150–$200M in 2023 to $380–$400M in 2025
● Projected Growth: up to $570M by 2030
● Fan Engagement: brands investing in women’s sport see a 25% lift in brand familiarity, sentiment, and purchase consideration
● Audience Power: 2 in 3 Canadians identify as fans of women’s sport, with avid fans driving strong ROI for sponsors
“At Canadian Tire Corporation, we are committed to data-driven decision making, and this research from Canadian Women & Sport provides the evidence and direction needed for the industry to act with confidence,” said Natalya Lukie, AVP, Marketing, CTR, Social and Partnerships, Canadian Tire Corporation. “This report is an important resource for brands, leagues, and investors to make informed, strategic decisions that will sustain the growth of women’s sport for years to come.”
It’s Time: Leading the Next Era of Growth outlines a playbook for brands to capitalize on the opportunity through strategic initiatives ranging from building visibility and fan engagement to investing in athletes and ecosystem partnerships. The overall message is clear: brands can have confidence making big, early bets on pro women's sport.
It’s Time: Leading the Next Era of Growth is the third installment in Canadian Women & Sport’s landmark series exploring the business case for professional women’s sport. Conducted in partnership with Canadian Tire Corporation and Wasserman’s The Collective, the 2025 study surveyed over 6,000 Canadians and included interviews with leading sport and business executives.
The research is part of the Commercial Women’s Sport InitiativeCommercial Women’s Sport Initiative, launched by Canadian Women & Sport to support the development of a strong and sustainable women’s professional sport ecosystem in Canada.
Canadian Women & Sport is a national nonprofit and has been the leading voice and authority on women and sport for more than 40 years. We believe in the power of sport as a platform for advancing equity for women across all areas of society. As such, we are committed to creating a more equitable and inclusive sport system that empowers women and girls as participants and leaders, within sport and through sport. www.womenandsport.ca
Facebook and X: @WomenandSportCA
LinkedIn: Canadian Women & Sport
Website: www.womenandsport.ca
Greg McIsaac
Junction Communications
416-458-3591
greg@junctioncommunications.com