As the interest in women’s sports continues to grow, the sold-out espnW Summit Canada, held this week in Toronto, proves that the once niche category is now mainstream. 

In the three years since the first women in sport conference, Canada has seen the launch of the PWHL and the NSL, and the expansion of the WNBA coming to Toronto in 2026. Mirroring that growth, youth female hockey registrations across the country have experienced a 45% increase since 2023.

New research was introduced at the summit that supports the viability of women’s sport as an ad and sponsorship venue for brands. 

The Women’s Sport Growth Engine study surveyed more than 2,000 Canadians aged 13 to 65, and found that fans are not just watching women’s sports, they’re also ready to engage, support and reward the brands that show up with purpose. The research was a collaboration between Torque Strategies and independent marketing consultancy IMI International. 

Key findings of the study include that 60% of respondents believe the perception of women’s sports has improved in the last three years, and 76% of respondents say they are fans of women’s sports. 

Gen Z and millennials are significantly more likely to trust (58%), purchase from (60%) and talk about (49%) brands who support women’s sports, the survey found.

Fans of women’s sports span across demos, with 80% of men saying they aren’t just fans, they are engaged, with 40% indicating that brand support increases purchase consideration. 

A majority of respondents (79%) believe that women in sport inspires youth to participate; 71% say it creates opportunities for athletes; and 55% say it promotes gender equality.

Fans support greater visibility of women’s sports in culture, although one in two believe investment in women’s sports is insufficient, from media to brands to government.

As for where respondents consume women’s sports: 65% watch games and events live on TV; 55% follow news websites and articles; 52% use streaming services; 49% follow women’s sports on social media; and 36% listen to podcasts. Nearly three-quarters of fans say it’s not just the games that pique their interest but also the storytelling – from underdog and breakthrough success stories to historic moments and behind-the-scenes of athletes’ lives.

The espnW Summit Canada is supported by presenting sponsors that include Canadian Tire, FanDuel, Canadian Women in Sport, Gatorade, The Printing House and The Canadian Olympic Committee.