This year has been unprecedented for women’s sports in Canada, with 2.9 million Canadians tuning in to watch the Professional Women’s Hockey League debut, the Northern Super League announcing plans to bring women’s soccer to six Canadian cities in 2025, and a WNBA Toronto team joining the league in 2026.
Based on that growth, Canadian Women & Sport worked with IMI Consulting on two research studies – in partnership with Canadian Tire and support from Women and Gender Equality Canada – which provide insights into the interests and behaviour of women’s sports fans.
According to the reports, two in three Canadians are supporters of women’s sports, and one-third intend to increase their participation in the coming year. The majority of fans are young, diverse, educated and affluent. They are not only socially conscious and motivated, but they also regard themselves to be tech and trend-savvy. They perceive athletes as great role models who represent Canada’s diversity, therefore they want to watch and engage with them more in the coming year.
Compared to the overall Canadian population, sports enthusiasts are more engaged online and more inclined to promote products they appreciate. They are loyal to brands that invest in their communities, which is especially true among Gen Z and younger millennials, newcomers as well as Black, Indigenous and people of colour fans.
They spend more in a variety of categories than the general population and, while younger fans are still gaining purchasing power, they are particularly willing to spend on products that benefit their overall health and wellness, such as organic foods, sports drinks and fitness equipment. They also enjoy attending live athletic events; one-third of fans purchased tickets to an event last year.
Basketball, hockey and soccer are the most popular sports among this population. The studies found that four in ten women’s sports fans are WNBA or National Collegiate Athletic Association women’s basketball fans. These leagues are especially popular among young Canadians and Black, Indigenous and people of colour. Meanwhile, seven in 10 are interested in women’s field hockey – the sport enjoys relatively broad interest across all age groups and regions, however it is more attractive in rural areas compared to other sports.
In terms of soccer, six out of ten watch the FIFA Women’s World Cup, the National Women’s Soccer League and the Women’s Super League, with Back, Indigenous and people of colour being the most avid fans. Five out of ten follow organized tennis competitions, while four in ten play golf. Both sports are relatively popular across all age groups, particularly among those with a higher level of education. Compared to the other sports, women’s golf has the biggest proportion of male spectators.
The reports include interviews with more than 2,000 Canadians aged 13 to 65 conducted through the end of 2023.