The untapped potential of investing in women’s professional sport in Canada

The puck dropped on November 30 for the second Professional Women’s Hockey League (PWHL) season, and this season is set to be another blockbuster year. We witnessed a record-breaking inaugural PWHL season and the second successful pre-season Women’s National Basketball Association (WNBA) game on Canadian soil in the books in 2024. Plus, more than 17 million Canadians identify as fans of women’s professional sports. This is good news for the Northern Super League (NSL), set to launch in April 2025 with player, coach and sponsor announcements gaining momentum and a big announcement coming for WNBA Toronto in early 2025 with a new team name and logo in preparation for tip off in spring 2026.

The evolution of women’s professional sports in Canada is a golden opportunity for marketers. With comprehensive insights from Canadian Women & Sport’sreport,It’s Time: Unlocking The Power of Pro Women’s Sports Fansin partnership with Canadian Tire Corporation and IMI International and subsequent releases this fall with A Spotlight on Sport-Specific Fan Insights and Spotlight on Fan Motivations, and Wasserman’s latest findings of The New Economy of Sports - Part II, in partnership with Royal Bank of Canada (RBC), it is evident that this burgeoning market is set to deliver significant ROI while advancing equity and brand alignment with emerging consumer values.

A loyal and engaged fan base

Women’s sports fans in Canada represent a young, diverse and highly engaged demographic. Two-thirds of Canadians identify as fans, many of whom are Gen Z or Millennials with disposable income and strong brand loyalty – desirable audience attributes for many brands. Notably, fans of women’s sports are more likely to support brands that invest in community initiatives. Over 60 per cent believe in rewarding companies that align with their values, making this audience an ideal target for purpose-driven marketing strategies.

Market expansion and economic potential

Wasserman’s latest research released in November highlights a remarkable trajectory for women’s sports. The cumulative valuation of teams in leagues like the WNBA and National Women’s Soccer League (NWSL) in the U.S. is projected to grow by $1.6 billion in the next three years. This growth stems from increased attendance, viewership and new team franchises. In Canada, the PWHL drew nearly 3 million Canadian viewers in its debut, merchandise and tickets sold out in record time for the pre-season WNBA exhibition game in Edmonton, and the world record for largest attendance ever recorded for a women’s hockey game worldwide was broken at the Bell Centre with PWHL Montréal facing off against PWHL Toronto in front of a sold-out crowd of 21,105 people. And this is only the beginning. Canadians are hungry for more. With the addition of NSL reaching markets across Canada and Toronto’s upcoming WNBA expansion already creating buzz, there are many opportunities to invest in women and sports, and marketers who have not built their strategies to capitalize on this opportunity will be left behind.

Brands like Canadian Tire, Tim Hortons, Air Canada, Nike and Visa have already leveraged sponsorships in women’s sports to improve brand perception and drive measurable ROI. These partnerships highlight how aligning with women’s sports can amplify brand equity and engage fans who value authenticity and inclusion.

Media engagement and ROI

The way fans consume sports is changing, and women’s professional sport is no different. Media rights and digital platforms are unlocking new revenue streams. Fans of women’s sports are not only watching but engaging deeply through merchandise purchases, social media interactions and brand advocacy. Women’s sports leagues are experiencing rapid growth in viewership, with projections of 24-32 per cent increases across major leagues in the next three years, according to findings from Canadian Women & Sport and Wasserman.

This active fandom translates into increased merchandise sales, with WNBA fans 13 per cent more likely to purchase merchandise than their NBA counterparts. Sponsorship assets like jersey patches in women’s leagues offer high visibility, premium placement and brand associations that will only increase in cost in the years to come.

Success stories in sponsorship

Several brands have capitalized on the untapped potential of women’s sports. Canadian Tire has made significant investments as founding partners of both the PWHL and the NSL in line with their commitment to direct a minimum of 50 per cent of sponsorship dollars towards women’s professional sport by 2026. This investment has led to increased affinity and favourability for Canadian Tire Corporation amongst Canadians and especially for younger Canadians building long-term trust and engagement.

Supporting diversity in sport and specifically advancing women’s participation has been a key strategic pillar for Tim Hortons. Tim Hortons has a long history of supporting women in sport, spanning grassroots to elite professional sport. Annually, 100,000 kids are supported through the Timbits Hockey program with nearly one in four being young girls. Tim Hortons has been a partner of Women’s Hockey since 2015 with former women’s league, Premier Hockey Federation (PHF) and Professional Women’s Hockey Players Association (PWHPA), and more recently signed on as a premier partner of the PWHL. Tim Hortons has also partnered with Hockey Canada since 2018, supporting the Women’s National Team and “Under 18 Programs,” in addition to the “Hockey is Hers” charitable initiative. Tim Hortons has also developed meaningful partnerships with strong female athletes including Sarah Nurse and Marie-Philip Poulin dating back to 2020. In partnership with Mattel, Tims launched a Women’s Hockey Barbie in 2020 to help encourage parents and young girls to sign up and stay in the game of hockey.

Why now?

The Canadian women’s sports market is at an inflection point. Never in Canadian history have three leagues launched within months of each other. Early investment allows brands to establish themselves as leaders in this rapidly expanding space. By partnering with leagues, teams and athletes, brands not only contribute to the growth of women’s sports but also position themselves as allies in a movement that resonates deeply with modern consumers.

As many leaders in sport have shared over the past year: It’s not a moment, it’s a movement.

Final thoughts

Investing in women’s sports is no longer just about supporting equity — it’s a strategic business decision. The audience is growing, the market is thriving, and the potential for high ROI is unmatched. For marketers, it’s time to champion women’s sports and secure a spot in its promising future.

Authors:
Solange Bernard, Sr. Director, Marketing Communications, Tim Hortons
Marijke Vandergrift, Director, Partnerships, Canadian Women & Sport