Women’s professional sports in Canada are on the rise, with the launch of the Professional Women’s Hockey League and now the development of Project 8, a new national Division 1 women’s soccer league. The league is set to launch in 2025 with six Canadian teams, including Vancouver, Toronto, and Calgary. The league has received support from major Canadian companies as founding partners, and the growth of viewership and popularity of women’s sports is seen as perfect timing for its launch. The creation of this league will provide young players with tangible opportunities to play professionally in Canada, rather than having to go to other countries to pursue their dreams.
The new Project 8 league is being created by retired Olympic player Diana Matheson and her business partner, Thomas Gilbert. This initiative comes amidst a global phenomenon of women’s sports gaining popularity, with increasing viewership online, on TV, engagement on social media, and attendance at events. Interest in women’s sports is growing at a rapid pace, and Deloitte has predicted that women’s elite sports will surpass US$1 billion in revenue in 2024. Despite this growth, Canada is still lagging behind other countries in terms of women’s sports offerings, presenting a significant opportunity for investment and partnerships. The development of the new league aims to provide more visibility and airtime for women’s sports, further fueling its growth and attracting investors.
Women’s sports have faced obstacles such as gender bias, which has been ingrained in sports decision-making and policies due to its male-dominated history. Additionally, the sports industry as a whole has been marred by high-profile sexual abuse and misconduct cases in recent years. Advocates like Allison Sandmeyer-Graves and Kim Brassor emphasize the importance of continuing to work towards eradicating these issues and providing a safe space for victims to come forward without fear of further victimization. Despite these challenges, the development of women’s professional sports leagues in Canada is seen as a step in the right direction towards promoting gender equality and showcasing the talent and skills of female athletes.
The growth of women’s sports has presented a significant business opportunity, as investors are recognizing the potential for profitability in this sector. Brands are beginning to invest in women’s sports, attracted by the building profiles and fan bases of female athletes. The success of local women’s sports teams, such as the Raptors G-League, demonstrates the growing fan base and interest in women’s sports. Brassor notes that games are often filled with families seeking inspiration for their children, and the entertainment value of women’s sports is high, making it an attractive option for fans. The establishment of professional women’s sports leagues in Canada provides a platform for female athletes to showcase their talents and inspire the next generation of players.
Overall, the development of women’s professional sports leagues in Canada, such as the upcoming Project 8 soccer league, is seen as a positive step towards promoting gender equality and providing opportunities for female athletes to pursue their dreams professionally. The growing popularity of women’s sports globally, coupled with the potential for profitability in this sector, is attracting investors and brands to support the growth of women’s sports. Despite challenges such as gender bias and misconduct issues in sports, advocates and stakeholders are committed to addressing these issues and creating a safe and inclusive environment for female athletes. As women’s sports continue to gain momentum, the future looks promising for the growth and success of women’s professional sports in Canada.
