Toyota Canada has been named the exclusive automotive partner of the Northern Super League (NSL), Canada’s first professional women’s soccer league.

The partnership extends beyond in-stadium promotion, with a prominent presence throughout NSL platforms and national broadcasts on TSN, RDS, and CBC Sports. The deal will also include a series of activations supported by original content. Additionally, Toyota vehicles will provide essential transportation for athletes at major events, including the NSL final.

By investing in these teams, Toyota said it is demonstrating its commitment to supporting sports in Canada while also connecting with fans and consumers at a time when women’s sports are becoming more popular.

The automaker signs with the NSL on the heels of the league’s partnership with Intact Financial this week. As part of a multi-year agreement, Intact will be a founding partner of the NSL and will collaborate with the league on community initiatives to expand access to the game for underserved communities. Intact will be also sponsoring three of the league’s clubs: Montréal Roses, Ottawa Rapid FC and AFC Toronto.

Recently, Coca-Cola’s Smartwater and Powerade brands were also announced as the official hydration partners of the NSL, while Coca-Cola became the league’s official soft drink partner. Other brands that have signed sponsorship agreements with the league include Canadian Tire, WestJet, DoorDash and Hummel.

According to recent study by Canadian Women & Sport in collaboration with IMI Consulting, two in three Canadians are supporters of women’s sports, and one-third intend to increase their participation this year. Compared to the overall Canadian population, sports enthusiasts are more engaged online and more inclined to promote products they appreciate. They also 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. Basketball, hockey and soccer are the most popular sports among this population.