The Professional Women’s Hockey League completed its first season and embarked on a second, while the Northern Super League welcomed Canadian fans with open arms to kick off an all-Canadian women’s soccer tournament. Additionally, the WNBA made its debut in Canada, marking a significant year for women’s professional sports in the country in 2024.
In reflecting on the progress made, PWHL senior vice-president Jayna Hefford remarked, “It’s astonishing to think that just a year ago we didn’t have any professional women’s sports here.”
The PWHL, with three teams in Canada and the U.S., is a single-entity league strategically located in central and eastern North America with substantial support from billionaire Mark Walter.
Conversely, the Toronto Tempo, set to join the WNBA in 2026, is financially backed by Canadian mogul Larry Tanenbaum.
On the other hand, the NSL, kicking off in April 2025 with six Canadian teams, has attracted reputable figures like soccer star Christine Sinclair and former CFL commissioner Mark Cohon.
“The emergence of women’s pro sports in 2024 embodies a crucial turning point. The change in our cultural landscape has been monumental,” stated NSL co-founder Diana Matheson.
Furthermore, the newfound appreciation for women’s professional sports as a viable brand and a market for growth significantly contributed to this rise.
Powerful figures with financial backing recognized the potential in this market, sparking interest and investment in women’s sports entities.
Canadian Tire, a major founding sponsor of both the PWHL and NSL, dedicated substantial funds to support women’s professional sports and is actively engaged in nurturing these emerging organizations.
Bolstering the ecosystem for professional sports further, advertisers’ need for exposure prompted collaboration with networks, culminating in increased viewership and revenue.
As the PWHL moved towards exclusivity agreements with Canadian broadcasters in its second season, the future of women’s pro sports looks promising.
One common thread among the PWHL, NSL, and Toronto Tempo is the presence of women in leadership roles, driving the industry forward.
Matheson added, “With a collective belief in Canada’s excellence in women’s sports, we are only scratching the surface of the potential that lies ahead.”
