Recent data reveals a significant shift in the perception of women’s sports across Canada, showcasing a surge in interest and support among fans. According to a national survey presented by Jessica Doherty, vice-president of strategy and growth at Torque Strategies, an impressive 60% of Canadians believe that attitudes toward women’s sports have notably improved over the past three years. This remarkable change is largely attributed to increased visibility and the launch of several professional women’s sports leagues, including the Professional Women’s Hockey League (PWHL) and the upcoming expansion of the Women’s National Basketball Association (WNBA) into Toronto in 2026.
The survey, commissioned by Torque Strategies in collaboration with IMI, involved 2,000 participants from diverse demographics. Among the notable findings, 80% of male respondents identified as fans of women’s sports, emphasizing a growing acceptance that transcends gender lines. Moreover, 41% of Canadians expressed that they regard investment in women’s sports as a national priority.
This blossoming interest can be linked to the successful establishment of professional leagues within Canada. The PWHL, which began operations in 2023, has seen a remarkable 45% increase in female hockey registrations—a unprecedented milestone for the sport. Similarly, the Northern Super League in soccer has contributed significantly to this upward trend.
Jessica Doherty underlines the importance of sustaining this growth, citing historical challenges faced by women’s leagues, particularly in the United States. “You see leagues historically in the U.S. have had some stagnations, so we want to find ways to maintain the momentum,” she stated. Her call to action stresses that ongoing investment in media, sponsorship, and policy is essential for nurturing this budding enthusiasm. Over 30% of survey respondents expressed concerns about insufficient investment in these areas.
Despite the positive indicators, there is an ongoing need to bolster structural support for women’s sports. Many fans acknowledge that while perceptions are shifting, tangible supports must keep pace with this evolving mindset. This presents an opportunity for stakeholders to further elevate women’s sports by aligning investment strategies with public interest.
Monica Wright Rogers, general manager of the soon-to-launch WNBA franchise, the Toronto Tempo, was also present at the espnW Summit Canada. She emphasized the significance of professional representation in sports, particularly for young girls. “We want to inspire a generation to pick up a basketball and see the possibilities of a professional career,” she shared. Wright Rogers reflected on her own journey in sports and the impact that women’s professional leagues had on her aspirations. Her role serves as a beacon of hope and a source of inspiration for future generations.
The espnW Summit hosted by ESPN’s Sarah Spain featured presentations on various topics, including discussions on building better facilities for women’s sports, leadership roles occupied by women in professional sports, and the imperative for grassroots investment. With the inclusion of research, discussions aimed at elevating women’s sports continue to gain traction. Goals for future initiatives focus on expanding the dialogue around supporting women athletes and improving infrastructure.
Doherty highlighted the ongoing commitment from Torque Strategies and IMI to track these developments in women’s sports. “Our agency is very passionate about women’s sports,” she stated, promising biannual updates on research that will provide new insights and ideas for continuous growth.
In conclusion, the latest findings reveal that Canadians are developing a more favorable perception of women’s sports, but challenges remain. There is a collective responsibility to ensure that enthusiasm transforms into sustained support. As participation increases and professional leagues thrive, the narrative surrounding women’s sports is no longer about visibility alone; it is about creating a well-supported ecosystem that fosters the next generation of female athletes. Through combined efforts in promotion, investment, and community involvement, the landscape of women’s sports in Canada is set for a promising future. This evolving perception not only enhances the profile of women’s sports but also cultivates a culture of inclusivity and respect that benefits everyone involved.
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