Women’s sports in Canada are entering a new growth phase, with rising investment and evolving audience behaviours expanding opportunities for advertisers. But the bigger shift is how audiences are being measured. As viewing fragments across streaming, social and highlights, traditional metrics are undercounting engagement. Including digital audiences, leagues like the PWHL, NSL and WNBA are 27% larger than linear TV suggests.
Deena Markus, VP, Integrated Investments, UM, shares the relative lack of saturation is also a key differentiator. “These leagues offer a unique chance to align with live sports viewing in a space where competition for brand attention is less saturated, allowing for more impactful and authentic connections.”
She adds that the opportunity extends beyond traditional media placements. “Brands engaging with women’s sports can go beyond traditional advertising. This is an environment ripe for deeper partnerships that truly shape how a brand shows up, fostering co-created experiences, innovative activations, and immersive in-game arena presence.”
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