Cricket is gaining momentum in Canada, driven by passionate support from immigrant communities. Discover key engagement insights, demographic trends, and why sponsors should pay attention to this growing sport.
Cricket is quickly becoming a rising star in the Canadian sports scene. The sport currently reaches and connects with approximately 2 in 5 Canadians between the ages of 13 and 64, which equates to more than 5 million Canadians engaged. This growing popularity is being driven primarily by a diverse and passionate fan base, especially among Canadians who were born outside the country.
Let’s pull back the curtain on our insights platform to dive into sponsorship the case for cricket in Canada:
A Strong Connection with New Canadians
SponsorPulse data reveals that cricket resonates far more with foreign-born Canadians than those born in Canada.
Across every key metric, those born outside Canada are leading the way:
Engagement is at 29 percent for foreign-born Canadians, compared to 16 percent for those born in Canada.
Passion among those engaged reaches 16 percent among foreign-born Canadians, more than double the 6 percent seen in Canadian-born fans.
Excitement among those engaged is reported at 29 percent for those born outside Canada, versus just 13 percent for native-born Canadians.
Sponsor impact among those engaged is also significantly higher among the foreign-born population, at 11 percent compared to 5 percent.
These numbers highlight the cultural importance of cricket among immigrant communities, particularly those with roots in cricket-loving countries.
Who is Engaging with Cricket in Canada?
The cricket audience in Canada shows a distinct demographic profile. Those most engaged are more likely to be:
Male, with 57 percent of fans identifying as men
Aged 18 to 49, with 36 percent of fans being between 18 and 29, and 47 percent between 30 and 49.
Foreign-born, accounting for 38 percent of cricket fans, even though they make up only 27 percent of the general population — a classic over index.
South Asian, representing 33 percent of cricket fans, nearly triple their share in the general population (11 percent).
Families, with 46 percent of cricket fans living in family households, compared to just 30 percent of the general population.
Located in Ontario, where 49 percent of fans reside, well above Ontario's 42 percent share of the national population.
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A Sport with Many Touchpoints
Cricket’s growing popularity in Canada is not limited to a single tournament or team. Engagement is widespread across a rich ecosystem of leagues, tournaments, and organizations, reflecting the sport’s global appeal and deep cultural roots. Among cricket followers in Canada, 73 percent engage with the ICC T20 World Cup, making it the most followed event. Close behind is the Men’s Cricket Canada National Team, with 72 percent engagement, showing strong support for the national squad.
The enthusiasm extends well beyond international events. Professional country leagues draw in 69 percent of fans, while Cricket Canada, Global T20 Canada, and community or city-level leagues also maintain strong followings, with 67 percent, 64 percent, and 60 percent engagement, respectively. Even the Women’s Cricket Canada National Team garners significant attention, engaging 59 percent of the cricket audience. This broad spectrum of interest points to a fan base that is both informed and highly invested in the sport at every level.
A Steady Climb
Cricket’s rise in Canada has been neither sudden nor fleeting. Instead, it has followed a consistent upward trajectory over the past five years. In 2019, 15 percent of Canadians aged 13 to 64 reported following cricket. By 2024, that number had climbed to 22 percent, marking the sport’s highest engagement level to date!
This steady growth underscores cricket’s increasing relevance in Canadian culture, particularly among younger and multicultural audiences. For brands and sponsors, this represents a valuable opportunity to engage with a passionate and growing community. As cricket continues to gain ground, its influence on Canadian sports culture and its potential as a marketing platform only look set to strengthen.
The Takeaway
While engagement in Cricket is currently not as strong as it is for many other professional sports leagues and organizations in Canada, its growth trajectory is among the leaders. With millions of fans, strong ties to multicultural communities, and growing national engagement, it presents a valuable opportunity for organizations looking to build authentic connections with a passionate and diverse audience.
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