Passion for the Game: The Women’s Pro Sports Audience in Canada

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Description

Seeing highly talented, ultra-competitive women’s professional athletes is difficult in a media landscape dominated by men’s sports coverage. Yet, according to Vivintel’s 2020 Sports & Esports Study, over 15 million Canadians follow women’s pro sports leagues, and 55% of Canadian adults agree that they would follow women’s sports if it was better covered. So as brands and marketers attempt to connect with this passionate, sports-loving audience, it’s important that they not only understand those who follow women’s professional sports, but the larger group of Canadians who know it’s time for a change.

To help researchers and marketers better understand the women’s professional sports audience, this report highlights:

•  The profile of the women’s professional sports audience in Canada
•  Canadians’ attitudes towards women in sports
•  How followers compare to those of men’s sports leagues
•  Media and devices used to watch and follow women’s pro sports and sports celebrities
•  Attitudes toward their favourite team including psychographic statements
•  Sports merchandise purchase behaviour
•  Sponsorship recall by media

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Additional information

Report

A PDF of the report

Charts

Charts within the report available for download as a PowerPoint file