Canadian Tire Shifted Sponsorships to Women's Sports

The corporation directed half of its sports sponsorship investment to women's professional leagues.

Updated on Oct. 14, 2026 in Women’s Issues

A close-up view of professional hockey skates on a freshly groomed ice rink. — Canadian Tire Corporation has met its commitment to direct half of its sports sponsorship investment toward women's professional sports leagues. AI Illustration. Upload story photo >

Live Poll

Should major companies be required to invest equally in men's and women's professional sports?

Canadian Tire Corporation has officially achieved its commitment to allocate 50 percent of its sports sponsorship investment toward women's professional sport. This move follows the company's 2023 pledge to bolster the visibility and growth of the women's sport ecosystem across the country.

Why it matters

The company aims to address a significant visibility gap in the market, as many fans report difficulty finding broadcasts for these competitions. By prioritizing these partnerships, the corporation seeks to help Canadians discover athletes and leagues more effectively.

Canadian Tire Corporation has dedicated 50 percent of its sports sponsorship investment to women's professional sport. While 75 percent of Canadians identify as fans of women's sport, 62 percent report difficulty locating relevant broadcast content.

The players

Canadian Tire Corporation

This major Canadian retail company operates an extensive network of automotive, hardware, and sporting goods stores across the country.

Martha Billes

She is a key figure within the Canadian Tire Corporation who has long advocated for increased female participation in athletic activities.

Professional Women's Hockey League

This is a prominent professional ice hockey league featuring teams composed of top-tier female athletes.

Northern Super League

This is a professional women's soccer league that represents a growing sector of the Canadian sports landscape.

Toronto Tempo

This is a professional sports team that maintains an official partnership with Canadian Tire.

The details

Canadian Tire utilizes its marketing platforms, media collaborations, and fan experiences to promote organizations such as the Professional Women's Hockey League, the Northern Super League, and the Toronto Tempo. The company also launched a national advertising campaign titled We'll Make a Fan Out of You to increase engagement.

Martha Billes addressed high rates of girls leaving sport in 2015.
The Women's Sport Initiative investment commitment was announced in 2023.
Canadian Tire Corporation announced the achievement of its investment milestone on October 14, 2026.

Culture Shift

This investment initiative directly addresses the historical decline in athletic participation among young girls in Canada that was highlighted by leadership in 2015. By normalizing professional female athletics, the corporation is moving to close the visibility gap that currently limits fan access.

Fans can expect increased broadcast accessibility and more frequent advertising coverage for women's professional sports on major networks. These changes facilitate easier discovery of league schedules and team content for Canadian households.

The takeaway

The corporate shift highlights a growing recognition of the untapped audience demand for women's professional content. Canadians seeking more coverage are likely to benefit from more consistent broadcast placements as these sponsorship deals mature.