Canadians love women’s sports

Canada (Commonwealth) _With cooperation from Women and Gender Equality Canada, Canadian Tire Corporation, and research and consulting partner IMI Consulting produced It’s Time: Unlocking the Power of Pro Women’s Sport Fans. The study demonstrates the enormous potential and present value that Canadian women’s sports fans provide to the whole sports industry.

More than 17 million Canadians, or two out of every three, (67%) said they were supporters of women’s sports, according to this first-of-its-kind study that surveyed Canadians between the ages of 13 and 65. Diverse, well-educated, and wealthy Canadians are among the sought audiences that support women’s sports, along with Gen Zs, Millennials, and families.

The second in a series of studies, thought leadership, and connections examining the business potential of the Canadian women’s professional sport market is called It’s Time: Unlocking the Power of Pro Women’s Sport Fans. It’s Time: Accelerating Professional Women’s Sports in Canada, the first installment, was published in 2023.

Important Takeaways from Its Time: Harnessing the Power of Professional Women’s Sports Enthusiasts Women’s sport is favored by 67% of Canadians between the ages of 13 and 65. Two in five Canadians between the ages of 13 and 65 (41% or 10 million) identify as “avid fans,” and they frequently watch elite or professional women’s sports and/or check in for important occasions like the FIFA Women’s World Cup and the Olympic and Paralympic Games.

Canadian women’s sports supporters are more varied, well-educated, and wealthy than the country’s overall populace. People of all genders enjoy participating in women’s sports. Men make up slightly more than half of the fan base (53%) while women make up 46% and persons of all gender identities make up 1%.

Eight out of ten pro women’s athletes are enthusiastic with the direction women’s sport is taking in Canada and are willing to get more involved in a variety of ways if given the chance. Fan power can only be unlocked with investment. Supporters require and desire Canadian teams to root for, as well as a top-notch, easily accessible product to watch, follow, and interact with.

Women’s sports are viewed as thrilling and athletic by Canadians. Additionally, there is a huge need for more. Four out of ten fans are more inclined to buy from businesses that support women’s sports, and six out of ten fans believe that companies should do more to promote women’s sports in Canada. This rises to 50% among younger Millennials and Gen Z.

According to Allison Sandmeyer-Graves, CEO of Canadian Women & Sport, “we have credible, and uniquely Canadian, data demonstrating that fans of women’s sport are a large, attractive audience for brands and investors.” The industry has observed trends and proof points over the previous few years. Professional women’s sports are no longer just a pipe dream. Potential has been realized, case studies have been produced, and records have been broken. It is past time for Canada to make bolder investments in professional women’s sports.

According to Ashley Curran, AVP, Sport Partnerships, Canadian Tire Corporation, “We at Canadian Tire Corporation know that in order to truly champion professional women’s sports, a roadmap must be created for other Canadian organizations to comprehend and invest in its latent potential.” When combined with the results of the first part, this new study gives us essential information that advances our knowledge of the professional women’s sport movement and enables us to build deep relationships with its supporters.

The Honourable Marci Ien, Minister for Women, Gender Equality, and Youth, states that young girls and women are being inspired by the achievements and leadership of Canadian women in sports. Research such as these demonstrate the power of professional women’s sports fans to affect change. In addition to serving as role models, athletes contribute significantly to economic growth and prosperity. WAGE is pleased to support groups such as Canadian Women & Sport that inspire players and spectators to engage in the community and cooperation of sports. Making ensuring everyone can realize their potential—athletes, spectators, and future generations—is more important than merely investing money in sports.

IMI Consulting headed the study, which was presented by Canadian Tire Corporation. Women and Gender Equality Canada provided assistance, and a group of executives from the media, corporate brands, and sports franchises called Canadian Women & Sport oversaw it.

In October 2023, a representative sample of more than 2,000 Canadians ranging in age from 13 to 65 participated in this survey. The goal of the study was to map the present and potential fan bases for women’s sports in Canada. In order to provide audiences and important partners with new perspectives on fan growth and, ultimately, how fans can help open the door to a new age of opportunity and progress for women’s professional sport in Canada, the work was carefully planned.