From Financialpost · · 1m
Canadians Want Women's Sport But Can't Find It
Most Canadians support professional women's sport but 62% don't know where to watch it.
In brief
Most Canadians support professional women's sport but 62% don't know where to watch it. 75% of Canadians identify as fans of professional women's sport but 62% don't know where to find it. Originally reported by Financialpost.
Demand for women's sport
75% of Canadians identify as fans of professional women's sport.
Visibility gap
62% of fans say they don't know where to find the sport they want to watch.
Report release
Canadian Women & Sport releases It's Time 2026: From Milestone Moments to Market Permanence.
Media coverage
32% of fans cite media coverage as the top way to become fans of women's sport.
Coverage estimates
Fans estimate women's sport makes up 30% of broadcast and online sports coverage.
U.S. comparison
U.S. research shows women's sport accounts for 9.2% of TV coverage on sports networks.
Barriers to growth
Three barriers stand between fans and the games they want to watch.
The bottom line
75% of Canadians identify as fans of professional women's sport but 62% don't know where to find it.
