New Research Reveals Canada’s Pro Women’s Sports Market Has Doubled in Two Years, Surging Toward $570 Million by 2030

Research from Canadian Women & Sport provides the most comprehensive picture yet of the rapidly expanding women’s professional sports economy in Canada

TORONTO--(BUSINESS WIRE)--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.”

A Market in Rapid Acceleration
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.”

Full Announcement here - https://womenandsport.ca/en-ca/resource/itstime-phase3-pressrelease

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