Image from the PWHL
There has been a meteoric rise in women’s sports across Canada.
In a relatively short amount of time, the PWHL was launched, a new Toronto team has been announced for the WNBA, and Northern Super League has its sights set on launching in 2025, bringing professional women’s soccer to Canada.
We spoke with Erin Pearson, a professor in Fanshawe’s Sport and Event Marketing program.
She is also a PhD candidate at Western University and her research focuses on exploring how sport and events can be used as instruments of social change.
She told us that these positive changes will not only make for more viewing options for fans but will lay down the groundwork for the next generation of female athletes.
When it comes to the Professional Women’s Hockey League, Pearson said they understand the importance of this moment well and are doing everything they can to be visible to as many eyes as possible – something she hopes other female teams and leagues take note of.
While a lot of attention has been given to the launch of the PWHL and the recent announcement of the Toronto team in the WNBA, Pearson noted the significance of the Northern Super League.
While it’s easy to see this sudden burst in women’s sports as a special moment in time, Pearson is aware of all the blood, sweat, and tears that went into these big achievements.
She said women’s sports have become highly regarded as well.
In the past, there has been a history of sponsors and organizations prioritizing men’s sports over their female counterparts.
That is changing.
Pearson notes that 8 in 10 current fans of sports played sports growing up.
She says having more opportunities for viewing women’s sports leads a pathway for many more fans in the future as well.
Written by Matt Leblanc