Canadians Want Professional Women’s Sport. Most Fans Don’t Know Where to Find it.

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Postmedia has not reviewed the content. by GlobeNewswire Canadians Want Professional Women's Sport. Most Fans Don't Know Where to Find it.Author of the article:New Canadian Women & Sport research finds demand is proven, but visibility is holding back the market’s next phase of growthTHIS CONTENT IS RESERVED FOR SUBSCRIBERS ONLYSubscribe now to read the latest news in your city and across Canada.Exclusive articles from Barbara Shecter, Joe O'Connor, Gabriel Friedman, and others.Daily content from Financial Times, the world's leading global business publication.Unlimited online access to read articles from Financial Post, National Post and 15 news sites across Canada with one account.National Post ePaper, an electronic replica of the print edition to view on any device, share and comment on.Daily puzzles, including the New York Times Crossword.SUBSCRIBE TO UNLOCK MORE ARTICLESSubscribe now to read the latest news in your city and across Canada.Exclusive articles from Barbara Shecter, Joe O'Connor, Gabriel Friedman and others.Daily content from Financial Times, the world's leading global business publication.Unlimited online access to read articles from Financial Post, National Post and 15 news sites across Canada with one account.National Post ePaper, an electronic replica of the print edition to view on any device, share and comment on.Daily puzzles, including the New York Times Crossword.REGISTER / SIGN IN TO UNLOCK MORE ARTICLESCreate an account or sign in to continue with your reading experience.Access articles from across Canada with one account.Share your thoughts and join the conversation in the comments.Enjoy additional articles per month.Get email updates from your favourite authors.THIS ARTICLE IS FREE TO READ REGISTER TO UNLOCK.Create an account or sign in to continue with your reading experience.Access articles from across Canada with one accountShare your thoughts and join the conversation in the commentsEnjoy additional articles per monthGet email updates from your favourite authorsSign In or Create an AccountTORONTO, Oct. 27, 2026 (GLOBE NEWSWIRE) — Three in four Canadians (75%) now identify as fans of professional women’s sport, up from 67% in 2024. But 62% of those fans say they don’t know where to find the sport they want to watch. Today, Canadian Women & Sport (CWS) presents these findings in It’s Time 2026: From Milestone Moments to Market Permanence, released in partnership with Canadian Tire Corporation and IMI International.This advertisement has not loaded yet, but your article continues below.The fourth report in the It’s Time series finds that demand is no longer the question. The opportunity now is to convert that interest into sustained fandom and long-term value.Get the latest headlines, breaking news and columns.By signing up you consent to receive the above newsletter from Postmedia Network Inc.A welcome email is on its way. If you don't see it, please check your junk folder.The next issue of Top Stories will soon be in your inbox.We encountered an issue signing you up. Please try again“Canadians have made their demand clear. They’ve shown up, tuned in and demonstrated they want professional women’s sport. Now the system has to catch up,” said Allison Sandmeyer-Graves, CEO, Canadian Women & Sport. “Working together, we can build a stronger professional sport industry and create more opportunities for women to compete and lead, and for girls to see a future for themselves in sport.”Media coverage is the top way Canadians become fans of professional women’s sport, cited by 32% of fans. However, fans may be overestimating how much coverage exists. They estimate that professional women’s sport makes up roughly 30% of broadcast and online sports coverage. While Canada doesn’t yet have a measured national baseline, U.S. research found women’s sport accounts for just 9.2% of TV coverage on sports networks not dedicated to women’s sport.“Our milestone of equal investment in women’s and men’s professional sport is just the beginning,” said Eva Salem, Senior Vice President, Marketing, Canadian Tire Corporation. “The opportunity now is to help more Canadians discover the athletes, rivalries and moments that make sport meaningful. When fans can find the games and stories, and more brands invest, fandom grows, strengthening the entire women’s sport ecosystem.”This advertisement has not loaded yet, but your article continues below.There are signs of progress. Nearly half of fans say the amount, quality and accessibility of professional women’s sport coverage have improved over the past two years. Every further gain creates new opportunities to turn interest into fandom. And the impact reaches beyond the scoreboard: when women’s sport is visible, valued and supported, girls imagine more for themselves, and more women and girls get the chance to participate, compete, lead and thrive.“I’ve been part of CWS’s Commercial Women’s Sport Initiative since day one, and the progress has been incredible to see. As both an athlete and someone who works in sports media, I’ve seen the conversation shift from proving there’s an audience for professional women’s sport to how we build on that momentum and sustain its growth. We’ve come a long way, and now it’s about making sure that progress lasts,” said Kia Nurse, Toronto Tempo Guard.From constraint to coordinationThe report’s roadmap identifies three barriers standing between fans and the games they want to watch:distribution models that make professional women’s sport difficult to discoveran industry waiting for proof before sharing early-stage investment and riskmeasurement systems that undervalue how fans engage todayThis advertisement has not loaded yet.This advertisement has not loaded yet, but your article continues below.Because these barriers span the whole industry, breaking through will take broadcasters, media, leagues, teams, brands, investors and governments working together. That means meeting professional women’s sport fans on the platforms they already use, sharing early risk, and agreeing on better ways to measure success.Fandom is growing: 75% of Canadians identify as fans of professional women’s sport, up from 67% in 2024.Fans can’t find it: 62% of fans don’t know where to find the sport they want to watch, and 35% say it’s difficult to access on TV.Coverage creates fans: Media coverage is the top way people become fans (32%), yet 44% of fans say there’s too little of it.The perception gap: Fans estimate women’s sport receives about 30% of sports coverage. U.S. data puts its share of TV coverage at 9.2%, and Canada has no measured baseline yet.YouTube leads: 47% of fans use YouTube, and 31% use it to watch professional women’s sport, making it the top platform on both counts.Fans are ready to spend: 52% plan to buy a sports subscription to watch professional women’s sport in the next year, and 56% plan to buy merchandise.Brands benefit: 47% of fans are more likely to consider buying from brands that invest in professional women’s sport, and 57% feel better about brands that sponsor it.This advertisement has not loaded yet, but your article continues below.Interview availability: Allison Sandmeyer-Graves and Canadian Women & Sport ambassadors are available for interviews.Read the full It’s Time 2026 report at https://womenandsport.ca/pro-sports.It’s Time 2026 was conducted by Canadian Women & Sport in collaboration with IMI International. The national survey of 2,043 Canadians aged 13 to 65 with no critical industry affiliations was conducted in August 2026, with a sample reflective of the Canadian population by major demographics and geographics. The report was developed with Presenting Partner Canadian Tire Corporation and additional support from Folgers® and CIBC.About Canadian Women & SportCanadian Women & Sport is a national nonprofit and has been the leading voice and authority on women and sport for more than 40 years. Sport wasn’t designed for women and girls. We’re changing that. Through research that shifts thinking, advocacy that shifts policy, and guidance that shifts practice, we challenge barriers and move belief into action so every woman and girl can participate, lead and thrive in and through sport. Learn more at Canadian Women & Sport.Media Contact:Julia BalatbatHype PRjulia@hypepr.ca416-705-3977This advertisement has not loaded yet.Notice for the Postmedia NetworkThis website uses cookies to personalize your content (including ads), and allows us to analyze our traffic. Read more about cookies here. By continuing to use our site, you agree to our Terms of Use and Privacy Policy.