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The Marketing Power Play Fueling Canada’s Women’s Soccer Movement
From fan engagement to player welfare, this league’s off-field strategy is as impactful as game-day action.
krista sylvester
May 07, 2025
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Hey friend,
It's only May but 2025 is proving to be the year of elevated sports marketing led by Canada's new professional women's soccer league garnering national attention, with teams like Calgary Wild FC and Montreal Roses FC captivating audiences through multi-platform broadcasts and grassroots initiatives. As we explore below, the branding behind the league combines strategic marketing, strong partnerships, and a commitment to player welfare, which is appealing to fans. With Canada’s NHL playoff teams and the professional women’s hockey league also making a splash, sports marketing has hit another level this year.
Coming Up
Behind the scenes of the new Canadian women's soccer league’s marketing strategy and why it’s working
Canada’s inaugural professional women’s soccer league - National Women’s Soccer League - is redefining the landscape of women’s sports in the country. Armed with a strategic marketing approach, the league is aiming to make a difference both on and off of the field. We wanted to take a peek behind the curtains and examine how the league’s marketing strategy is poised to contribute to its success. Canada’s new women’s soccer league is not just a sporting endeavor; it's a movement that combines strategic marketing, strong partnerships, and a commitment to player welfare to create a lasting impact on women's sports in Canada. As the league continues to grow, it promises to be a catalyst for change, inspiring future generations and elevating the profile of women's soccer both nationally and internationally.
Strategic Partnerships and Sponsorships
A cornerstone of the league's marketing strategy is its robust partnership network. Major Canadian brands such as Canadian Tire, Air Canada, CIBC, and DoorDash have committed as founding partners, reflecting a strong belief in the league's potential. Canadian Tire's Women’s Sport Initiative is allocating at least 50% of its sponsorship dollars to women's professional sports by 2026, which shows its commitment for women's sports in Canada .
Media Exposure and Fan Engagement
The league has secured significant media partnerships, including agreements with ESPN+ in the United States and Canadian broadcasters TSN/RDS and CBC/Radio-Canada. These partnerships ensure extensive coverage, bringing the league's matches to a broader audience and enhancing visibility for players and teams, which is likely integral to its success.
Player-Centric Policies
The league's commitment to player welfare is evident through its progressive policies, including a $50,000 minimum wage, maternity benefits, and housing support. These initiatives not only attract top talent but also foster a supportive environment that prioritizes the well-being of athletes .
Community and Cultural Impact
By providing a professional platform for Canadian women to showcase their talent domestically, the league aims to inspire the next generation of athletes and promote gender equity in sports. The involvement of national team legends like Christine Sinclair further strengthens the league's connection to Canada's rich soccer heritage.
Community Spotlight
Speaking of Calgary Wild FC…
With her fierce passion for meaningful connections and authentic branding, Calgary Wild FC’s Director of Brand, Kelly Mannix, is set to elevate the league’s vision and make waves in the Canada’s sports world. Her Kinesiology background and experience with major sporting events make her the perfect fit for this game-changing role in the country’s newest sports league. Soccer fans are invited to make history and soar with Calgary Wild FC at the team’s home opener at McMahon Stadium on May 11. We spoke with Mannix to get her perspective on how to captivate audiences and we think she’s got a winning formula!
What’s one piece of advice you’d give to marketers in your area of expertise?
“Your fans are pivotal - whether they are online or in the stands , and hopefully both. Give them information, give them player tidbits, give them action - give them a reason to be a raging fan. Sports are emotional, it gets personal, it is one the last frontiers of unscripted content in an over scripted world. Make them feel like they are part of the team - because they are!”
What do you love most about sports marketing in Canada?
“With respect to soccer, and specifically women's soccer in Canada, this league has been received with open arms. It is the first of its kind and the response has been very positive. The "see it, be it" mantra has come to life for women and young girls across the nation, and being able to work on growing and sharing that message has been one the greatest privileges of my life.”
Discover the full story behind the brand world of Calgary’s newest sports team, Wild FC, as told by Kelly and her creative partner, Keli Pollock of Daughter Creative. Don’t miss their session at SocialWest, June 11–13.
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Looking for top marketing talent? Upload your open roles to the SocialNext Job Board and get them in front of the right candidates! And if you’re in the market for a new role, explore all openings on our job board.
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Catch you at one of our upcoming events!
Until next week,
Mike Morrison and the SocialNext Team
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