Canada’s women’s pro sports landscape transformed in 2024 with arrival of PWHL, NSL, WNBA
Women’s professional sports in Canada have reached a pivotal moment in 2024, with the emergence of three major entities making headlines. The Professional Women’s Hockey League (PWHL) completed its first season and embarked on a second, the Northern Super League (NSL) launched as an all-Canadian women’s soccer league, and the WNBA announced its upcoming expansion into Canada.
The significance of this milestone was not lost on industry insiders, including PWHL senior vice-president Jayna Hefford, a Hockey Hall of Famer, who reflected on the journey to establishing professional women’s sports in Canada. The three entities represent diverse models of operation, with the PWHL operating as a centralized single entity with teams in both Canada and the U.S., the NSL as a coast-to-coast venture with club owners investing in the league, and the WNBA’s Canadian expansion backed by prominent sports mogul Larry Tanenbaum.
The rise of women’s professional sports in Canada can be attributed to various factors, including a shift in societal attitudes, the influence of social justice movements, the impact of social media and streaming platforms, and a growing recognition of the market potential of women’s sports. Cheri Bradish, director of Future of Sport Lab at Toronto Metropolitan University, emphasized the transition from theoretical concepts to tangible realities in the sports landscape.
Key research from organizations like Canadian Women and Sport has debunked myths surrounding women’s sports fandom and highlighted the diverse and affluent nature of the fan base. This data, combined with the interest of influential investors and sponsors, has paved the way for the growth of women’s professional sports in Canada.
Major sponsors like Canadian Tire have made significant commitments to women’s sports, investing in leagues like the PWHL and NSL to promote brand exposure and support the development of the sport. The involvement of sponsors is crucial in driving advertising revenue and securing broadcasting rights, which are essential components of the sports ecosystem.
The PWHL’s decision to partner with Canadian broadcasters for exclusive rights in its second season reflects the growing interest and potential for women’s sports on mainstream platforms. With women in decision-making roles across these entities, including figures like Hefford, Litz, and Resch, there is a shared belief in Canada’s prowess in women’s sports and the untapped potential for growth and success.
As the PWHL, NSL, and Toronto Tempo continue to make strides in the professional sports landscape, the future looks promising for women athletes and fans in Canada. The collaborative efforts of stakeholders, sponsors, and leaders in the industry are propelling women’s sports to new heights, showcasing the country’s commitment to equality, diversity, and excellence in sports.
