The growth of women’s professional sports in Canada is on the rise, with the recent launch of the Professional Women’s Hockey League and the announcement of a new national Division 1 women’s soccer league called Project 8. The new soccer league, set to launch in 2025, has had six Canadian teams apply to join, with Vancouver, Toronto, and Calgary already confirmed. The league has prominent founding partners such as Canadian Tire, CIBC, DoorDash, and Air Canada. The creation of this league is seen as a significant development for women’s sports in Canada, providing young players with tangible aspirations and role models.
The new league is the brainchild of retired Olympic player Diana Matheson and her business partner, Thomas Gilbert, in response to the growing popularity of women’s sports globally. According to Allison Sandmeyer-Graves, CEO of non-profit Canadian Women and Sport, women’s sports is experiencing rapid growth in viewership, online engagement, social media presence, and event attendance. Interest in women’s sports is growing at a rapid pace, with predictions that women’s elite sports revenue will surpass US$1 billion for the first time in 2024. Despite this growth, Sandmeyer-Graves notes that Canada lags behind other countries in terms of women’s sports offerings, presenting an opportunity for increased investment and partnerships.
The creation of the new women’s soccer league is expected to further drive growth and visibility for women’s sports in Canada. Sandmeyer-Graves highlights the business opportunity that women’s sports represent, with investors increasingly recognizing the potential for profit in this sector. Similar to local sports teams like the Raptors G-League in Mississauga, women’s sports provide a unique allure for fans, with packed stands and entertaining gameplay drawing in audiences. However, there are still obstacles to overcome, including gender bias in decision-making and policies, as well as issues of sexual abuse and misconduct that have plagued various sports in recent years.
Despite the challenges, the efforts to advance women’s sports in Canada are essential for providing opportunities for female athletes to showcase their talent and inspire future generations. The launch of the new professional women’s soccer league and the continued growth in women’s sports viewership and engagement signal a positive trajectory for the industry. By creating more visibility, investment, and partnerships in women’s sports, Canada can further bolster the sector and provide athletes with the support and resources they need to succeed. Initiatives like Project 8 are crucial for breaking down barriers and establishing a more inclusive and equitable playing field for women in sports.
