What’s an updated snapshot of the Canadian women’s sport fan? What do these fans expect from brands, media, and institutions? Where do they see progress — and where do they still see gaps? Most importantly: what does meaningful investment look like, and how can it deliver for everyone involved? The Women’s Sport Growth Engine dives into these answers, articulating the data often needed to get the deal done and insight that informs how brands can win in market.

Women’s Sport in Canada: A Cultural Growth Engine Waiting to Be Unlocked

A new nationwide study on Canadians’ perceptions of women’s sports reveals a powerful truth: what was once a niche category is now a mainstream movement, deeply tied to national identity, generational values, and brand opportunity.

The Women’s Sport Growth Engine study — conducted by TORQUE Strategies and IMI International with over 2,000 Canadians aged 13–65 — uncovers the emotional and commercial impact of women’s sports in Canada today. It shows fans are not just watching — they’re ready to engage, support, and reward the brands that show up with purpose.

Key Findings

• 76% of Canadians say they are fans of women’s sports
• 60% say public perception has improved in just three years
• 41% say brand involvement equals investing in Canada’s future
• Gen Z and Millennials are significantly more likely to trust (58%), purchase from (60%), and talk about (49%) brands who show up in women’s sports
• Men aren’t just fans — 80% are engaged, and 40% say brand support increases purchase consideration

Why It Matters

• This isn’t CSR. Fans see it as cultural alignment — a signal of authenticity, leadership, and national pride.
• It’s not just for women. Men, youth, and parents are all in.
• It’s not just about presence. Fans demand storytelling, community investment, and consistency.
• This isn’t a moment. It’s a long-term brand growth engine — and the early movers are already reaping rewards.

A sneak peek of these findings, and an interpretation of how brands and properties can apply this data to develop winning strategies will be shared at the 2025 espnW Summit Canada presented by Canadian Tire. To receive the full report and updated playbook when it is released, please enter your details below.