In 2024, record-breaking crowds filled arenas to witness the groundbreaking rookie seasons of Caitlin Clark and Angel Reese in basketball, while tennis star Coco Gauff made history and gymnast Simone Biles captivated the world with her stellar performance at the Paris Olympics. Meanwhile, Canadian swimmer Summer McIntosh claimed three gold medals at the 2024 Paris Olympics, setting three world records and earning five short-course medals. At only 18 years old, McIntosh was awarded the Northern Star Award as Canada’s Athlete of the Year, showcasing the rising prominence of female athletes.
The year marked an important milestone for women in sports, both financially and culturally, with an unprecedented surge in popularity. This is evident as the sports industry begins to capitalize on women’s rising influence, driving a $1 billion global revenue for women’s sports—a 300% increase from 2021. A significant factor in this shift has been the increased viewership and corporate sponsorships, which have propelled female athletes like Clark and Gauff into the spotlight.
In Canada, McIntosh’s achievements were part of a broader success at the 2024 Summer Olympics, where Canadian women led their country with 27 medals—more than any other non-boycotted Summer Games. The growing influence of women’s sports is also seen in the Canadian women’s basketball scene. The WNBA’s upcoming Toronto franchise, Tempo, is set to make its debut in 2026, with the city becoming the first outside the U.S. to host a franchise. Vancouver will host the first non-U.S. WNBA game in 2025, adding to the momentum building around women’s professional sports in Canada.
The rise of women’s sports has been accompanied by a historic media deal, as the WNBA secured an 11-year rights agreement worth approximately $200 million, a significant increase from its previous deal. The league’s remarkable growth in viewership—highlighted by the 2.2 million viewers for Game 5 of the WNBA Finals—indicates a booming market for women’s sports. Players like Clark and A’ja Wilson have become household names, symbolizing the growing stardom and competition in the league.
Meanwhile, the success of the Professional Women’s Hockey League (PWHL), which saw impressive attendance and sponsorship growth in its inaugural season, further illustrates the expanding reach of women’s sports. This momentum extends beyond traditional sports, with the establishment of the Northern Super League, Canada’s first pro women’s soccer league. With high-profile leaders like Jayna Hefford and Diana Matheson steering the charge, the league aims to fill an important gap in Canada’s sports landscape, ensuring meaningful change for female athletes across the country.
