Women’s Soccer in Canada: From Momentum to Market Demand

Canadian women’s sports are having a major moment. From the highly anticipated launch of the Professional Women’s Hockey League (PWHL) to Canadian Tire’s Women’s Sport Initiative and the debut of new franchises like Toronto Tempo and Toronto Sceptres, it’s clear that fan appetite is on the rise. At the heart of this surge is women’s soccer, now commanding unprecedented national interest. 

Here’s everything you need to know about the market demand for women’s soccer in Canada:

NSL Launch: The Milestone Moment

The launch of Canada’s first-ever professional women’s soccer league, the Northern Super League (NSL), marks a watershed moment in the country’s sporting history. More than a symbolic achievement, the NSL creates tangible pathways for athletes, fans, and brands alike. For marketers and rights holders, it’s a sign that sponsorship marketing trends in Canada are shifting. Fans are no longer simply supportive, they're actively engaged and ready to commit.

Fan Engagement Is Surging

Recent SponsorPulse data shows a 23% increase in Canadians watching women’s soccer from 2023 to 2024, with 27% of the population now reporting engagement with the sport. That’s a massive leap in just one year, reinforcing women’s soccer as more than a niche interest.

Properties like the FIFA Women’s World Cup, National Women’s Soccer League (NWSL), FA Women’s Super League (WSL), and UEFA Women’s Champions League are all trending upward in both awareness and intent, underlining the strength of their property health.

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Toronto’s New Franchises Defy the Odds

Zooming in on Toronto, new women’s teams like the Toronto Sceptres (hockey) and Toronto Tempo (basketball) are proving their weight in gold. SponsorPulse data shows that fans of these franchises are just as likely, or more likely, to engage on a weekly basis than those following legacy teams like Toronto FC or the Argonauts. In fact, both the Sceptres and Tempo boast a 34–35% weekly engagement rate, matching or exceeding other established properties. These numbers underscore the need for brands to take these new teams seriously within their integrated marketing plans.

Strategic Sponsorship Opportunities Are Now

With engagement, momentum, and franchise intensity all pointing upward, the message is clear: now is the time for brands to invest in Canadian women’s soccer. Whether through athlete partnerships, media activations, or league-wide alignment, a thoughtful sponsorship strategy can capture the attention of an increasingly passionate fanbase. The rise of the NSL and growing interest in global women’s soccer properties signal a robust opportunity to lead with purpose and deliver measurable results.

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