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.

Presenter: Rahul Sethi, Director of Insights, Vividata