NSL Finals in Toronto: A Defining Moment for Women’s Sport and the Brands Helping Shape its Future
The NSL Finals in Toronto signaled a defining moment for women’s sport in Canada, proving that demand, fan energy, and brand investment are accelerating faster than ever.
The inaugural Northern Super League (NSL) championship at BMO Field was more than a milestone match, it marked a meaningful shift in the commercial and cultural trajectory of women’s professional soccer in Canada. Before 12,429 fans, the league showed that this market is no longer emerging solely on promise; it is building a base of real demand and momentum.
With a vibrant fan environment, well-executed activations, and several marquee brands investing with intention, the event underscored that women’s sport is no longer positioned at the margins. It has moved squarely into the spotlight.
Year One Made a Statement, and the Data Back It Up
The success of the NSL’s first season was not defined by sentiment. It was reflected in tangible performance indicators across audience engagement, sponsorship, and institutional support.
SponsorPulse insights show, the NSL reached and engaged more than 5.4 million Canadians in its debut year - a remarkable footprint for a new professional league. Additional league-wide outcomes included:
275,000+ fans attending matches
$30 million in total league revenue
$75,000 average player salary - among the highest in women’s professional sport
Up to $5.45 million in federal funding committed to support league growth
The message is clear: interest is real, engagement is broad, and the league is resonating across demographics and regions.
Sponsors Set the Tone: Purposeful, Not Performative
A defining feature of the NSL’s launch has been the caliber and approach of the brands choosing to participate; organizations that recognized the opportunity early and invested with purpose.
Canadian Tire: A Standard-Setting Commitment
Canadian Tire’s More Than A League campaign offered one of the most thoughtful sponsorship executions of the season. Rather than treating visibility as the end goal, the campaign centered on:
the human stories behind the athletes,
the pathway from grassroots to professional play,
and the long-term work required to build a sustainable pro ecosystem in Canada.
It was a strategic and it helped set a benchmark for how brands can contribute meaningfully to the development of women’s sport.
Other Brands Driving Momentum
Toyota – As the presenting partner of the NSL Final, Toyota supported athlete transportation, content development, and league storytelling, extending well beyond traditional placement.
Coca-Cola – Through Coca-Cola, Powerade, and smartwater, the brand played a multi-layered role: stadium presence, fan experiences, and broadcast integration, reinforcing their position as a founding partner.
Dove & AFC Toronto – Their #ChangeTheCompliment initiative reframed how athletes are represented, resonating strongly with girls and women in sport.
DoorDash – With its cross-league “Bring It In” platform, DoorDash demonstrated that investment in women’s sport is now part of mainstream, multi-property strategy.
Simons – As the league’s exclusive fashion partner, Simons bridged sport and culture, highlighting the lifestyle dimension of the women’s game.
Momentum Beyond the NSL
The league’s growth aligns with broader structural advancements. Canada Soccer’s newly announced Women & Girls Strategy: Close the Gap aims to improve participation, leadership pathways, and equity across the sport. With nearly 40% of girls wanting to play more sport and 70% already identifying as fans, the long-term indicators suggest substantial market potential.
What Comes Next
The NSL’s inaugural final was a powerful moment; symbolically and commercially. Year One has proven that the appetite exists, that fans will show up, and that brands are willing to invest with intention.
But this is only the beginning. Sustaining momentum will require continued collaboration, disciplined investment, and a commitment to building the league’s foundation thoughtfully. The road ahead is promising, but not guaranteed.
Still, with this first season, the NSL has taken a significant step forward - one that has the potential to reshape the future of women’s sport in Canada.
Want to dig deeper? Connect with the SponsorPulse team to explore the full insights and uncover opportunities for your brand.
