New data on Canadian women’s sports fans provides valuable insights for U.S. expansion

The GIST: Canadian Women & Sport released its latest data on Canadian fans today: “It’s Time: Unlocking the Power of Pro Women’s Sports Fans.” While the initial “It’s Time” report in 2023 mapped out the Canadian landscape for women’s sports development, this edition presents insight into the unique attributes of women’s sports fans in Canada.

📣 Sixty-seven percent of Canadians are fans of women’s sport, 40% of Canadians are avid fans, and 25% are more casual. While 11% follow women’s sports regularly, 30% only watch during special events. Canadians also see women’s sports as 2.1x more empowering and 1.6x more inspirational than men’s sports, something marketers could lean into for campaigns.

👋 Fans of women’s sports are a desirable audience for brands and investors — they are more diverse, educated, and affluent than the general Canadian population. Plus, younger fans are more engaged with women’s sports by every metric, which includes attending games, streaming online, buying merch, seeking content and following on social media.

💰 Unlocking the power of fans requires investment. Before last year's WNBA Canada Game, one in 10 Canadian sports fans considered themselves WNBA fans, but this number rose to one in five following the game. Excitement for the 2024 season also increased among all WNBA fans, doubling for those who attended the Toronto game in person. Guess you had to be there.

Zooming out: Canada clearly presents a welcoming women’s sports environment primed for fandom. The WNBA is contemplating a Toronto expansion and Canadian women’s pro soccer league, Project 8, is set to kick off in 2025, but there’s also room for marketers to tap into the Canadian market.

• Tangerine Bank and Canadian Tire Corporation are early adopters on the Canadian side, but there’s real opportunity for American companies to appeal to Canada’s 39M citizens — 40% of its women’s sports fans are more likely to purchase from a brand that supports women’s sports. Time to double-double up.