New Research Shows 17 Million Canadians Identify as Women’s Sports Fans

Canadian Women & Sport and IMI Consulting have released a groundbreaking report titled “It’s Time: Unlocking the Power of Pro Women’s Sport Fans,” shedding light on the immense value that fans of women’s sports in Canada bring to the sports business industry.

The report, presented by Canadian Tire Corporation and supported by Women and Gender Equality Canada, reveals that two in three Canadians consider themselves fans of women’s sports, totaling over 17 million fans across the country. This includes a diverse range of audiences, such as Gen Zs, Millennials, families, and well-educated, affluent Canadians.

Key insights from the report show that 41% of Canadians aged 13-65 are avid fans who regularly watch women’s professional sports and major events like the Olympics and FIFA Women’s World Cup. Additionally, fans of women’s sports are more diverse, educated, and affluent compared to the general population in Canada.

The study emphasizes the importance of investing in women’s sports, as fans are eager for high-quality products to watch, follow, and engage with. It also highlights that brands should do more to support women’s sports in Canada, as fans are more likely to purchase from brands that support women’s sports.

Allison Sandmeyer-Graves, CEO of Canadian Women & Sport, emphasizes the need for bold investments in professional women’s sports in Canada, citing the significant opportunities presented by the growing fanbase. Canadian Tire Corporation also recognizes the importance of championing women’s sports and creating meaningful connections with fans.

The report was conducted in collaboration with IMI Consulting and Women and Gender Equality Canada, aiming to provide valuable insights into the Canadian women’s professional sports market and unlock its full potential. This research marks a significant step towards understanding and leveraging the power of women’s sports fans in Canada.