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#ItsTime for a Vibrant Professional Women’s Sport Marketplace in Canada

Investing in professional women’s sport will unlock a new era of growth and opportunity in Canada, one that will herald commercial and social benefits for decades to come. 

Today, in partnership with Canadian Tire Corporation and Boston Consulting Group, we’re pleased to release It’s Time: A Roadmap for Accelerating Professional Women’s Sport in Canada.

The evidence is clear: it’s time to invest in women’s professional sport in Canada. 

What the Research Shows

Around the world, women’s professional sport is a growing industry—one that offers a compelling investment opportunity paired with strong social benefits.

  1. Women’s professional sport is ripe for investment. It offers a unique and strong value proposition for investors in Canada, particularly those with a venture capital mindset.
  2. The Canadian women’s professional sport market of today is estimated at $150-200 million and is significantly underdeveloped. 
  3. Key Canadian target groups are starting to invest in women’s professional sport and fan interest is high. 
  4. The path to a vibrant professional women’s sport market in Canada is through in-market leagues and teams.

How to Play Your Part


This research is meant to be shared and used to effect change. Whenever sharing this information, please credit: It’s Time: A Roadmap for Accelerating Professional Women’s Sport in Canada, Canadian Women & Sport.

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