(Toronto, Canada) - An August survey of 2,043 Canadians aged 13 to 65 found that 75% identified as fans of professional women’s sport, while 62% of those fans did not know where to find the sport they wanted to watch.

Canadian Women & Sport released the findings October 27 with research partner IMI International and presenting partner Canadian Tire Corporation. The reported fandom share rose from 67% in 2024.

The study also found 35% of fans considered TV access difficult. The organization argues that broadcasters, leagues and sponsors need to make games easier to discover and follow.

The figures describe the study’s surveyed age range, rather than every Canadian adult. Researchers say the sample reflected major demographic and geographic characteristics and excluded people with critical industry affiliations.

Sources: Canadian Women & Sport research overview; October 27 primary release and survey method.

Editorial illustration of finding sports programming.