75% of Canadians Support Pro Women’s Sports, Yet 62% Can’t Find It

Business Insider reports that 75% of Canadians now consider themselves fans of professional women’s sport, up from 67% in 2024, but 62% say they don’t know where to find the games they want to watch.

The figures come from the latest "It’s Time 2026: From Milestone Moments to Market Permanence" report, released by Canadian Women & Sport in partnership with Canadian Tire Corporation and IMI International. The study surveyed 2,043 Canadians aged 13 to 65 in August 2026, reflecting the national population across major demographics and regions.

Media coverage remains the primary discovery channel, with 32% of fans citing it as how they learn about professional women’s sport. However, fans may overestimate the amount of coverage; they estimate roughly 30% of broadcast and online sports content is devoted to women’s sport, while U.S. research shows only 9.2% on general sports networks.

"Canadians have made their demand clear," said Allison Sandmeyer‑Graves, CEO of Canadian Women & Sport. She added that the next hurdle is converting interest into sustained fandom through better accessibility, investment and collaborative industry effort.

Eva Salem, senior vice president of marketing at Canadian Tire Corporation, emphasized that equal investment in women’s and men’s professional sport is just the beginning. She noted that broader discovery of athletes, rivalries and moments will drive fan growth and strengthen the entire women’s sport ecosystem.

Progress is emerging: nearly half of surveyed fans report improvements in the amount, quality and accessibility of coverage over the past two years. Stakeholders—including broadcasters, leagues, teams, brands, investors and governments—are urged to meet fans on existing platforms, share early risk and develop clearer success metrics.

Why it matters: The surge to 75% fan interest signals strong market demand, but the 62% who can’t locate games highlights a critical gap that could limit the commercial growth of professional women’s sport in Canada.

Source: Canadians Want Professional Women’s Sport. Most Fans Don’t Know Where to Find it. — Business Insider