The Current - A banner year for women in sports

Episode Date: December 23, 2024

From Caitlin Clark to Summer McIntosh to the Professional Women’s Hockey League’s launch — 2024 was a transformative year for women in sports. We dig into what it took to arrive at this moment, the big business of women’s games and what’s ahead for female athletes.

In 2017, it felt like drugs were everywhere in the news, so I started a podcast called On Drugs. We covered a lot of ground over two seasons, but there are still so many more stories to tell. I'm Jeff Turner, and I'm back with Season 3 of On Drugs. And this time, it's going to get personal. I don't know who Sober Jeff is. I don't even know if I like that guy.

On Drugs is available now wherever you get your podcasts. This is a CBC Podcast. Hello, I'm Matt Galloway, and this is The Current Podcast. Sarah Nurse, a chance for a jailbreak, and she scores! That's how it's done. Sarah Nurse ties things up for Toronto, frees Izzy Daniel from the penalty box, and this crowd is in it.

McIntosh has got her nose up front. Summer McIntosh gets the Canadian hat-trick of gold with an Olympic record time. What's up, Canada? I think it's time we show them that Canada's not just a hockey country, that we're passionate about basketball too. It's been a phenomenal year for women's sports. From Olympic gold medalist Summer McIntosh's record-breaking performance at the World Aquatics Championship

to basketball sensation Caitlin Clark, named Time Magazine's Athlete of the Year. Women have dominated sports in 2024. They've attracted huge audiences and lucrative sponsorship deals. For more on what has been a transformative year for female athletes, I'm joined by three guests. Jaina Hefford is the Senior Vice President, Hockey Operations for the Professional Women's Hockey League, the PWHL. Sherry Bradish is a Professor of Sport Business and Director of the Future of Sport Lab and Sport Initiatives at Toronto Metropolitan University.

And Shireen Ahmed is a Senior Contributor with CBC Sports. Good morning to you all. Morning. Good morning. Good morning. Shireen, let a senior contributor with CBC Sports. Good morning to you all. Good morning. Good morning. Shireen, let me start with you. We just heard these montages of women performing at the highest level of sport, breaking records, making history. Put it all into perspective for us, Shireen. How would you describe what 2024 meant for women's sport in Canada and globally?

Well, I've been waiting to do this op-ed since January 1st of 2024. And pretty much it's been, it's this beautiful crescendo of things. Nothing is seamless. And of course, there's going to be a bit of bumps along the way. But when the PWHL puck dropped, I think there was so many people at home elated, but also in tears of gratitude and joy. And that has happened in different iterations throughout the entire year whether it was the you know the announcement of the WNBA team Toronto

Tempo coming to Toronto whether it was you know more development on the Northern Super League Canada's first domestic soccer league it's there's so many things it's an Olympic year so there have been incredible heights tremendous moments all throughout that. It's not only what's happening in Canada, Mark. It's Canada's imprint on sport globally. And I think that's one of the things that has been the most meaningful. I look back on the year, and you're talking about highlights from watching the Olympics. I'm a big beach volleyball.

I like to play. I like to watch. And Brandi Wilkerson, Melissa Humanaparatus, their performance at the Olympics, I mean, I was spellbound with that. Shireen, what about you? Did you have a highlight for the year? I mean, that's a really tough one, Mark. I mean, beach volleyball, definitely. I was lucky enough during Paris to do a video essay on the beach volleyball triumph.

It was not only just them winning silver, but never being done before. For me, also rugby sevens was a big one at the Olympics. Of course, the story of the women's soccer team was incredible, the national team and what they endured during that time. I think Summer, you know, I'm actually on the committee to nominate and select a Northern Star Trophy winner. And it was unanimously Summer McIntosh. So her performance was just incredibly, it was beautiful. It was, there's so many things that were so important. To answer your question, no, I don't have one moment.

Throughout the year, I think I'm going to wrap up 2024 as just a really special year in my career. To be able to cover this was an honor. Yeah, and you mentioned the puck drop. It was a historic year in hockey with the launch of the PWHL. So take a listen to the coverage from that inaugural game on New Year's Day. Fans, your 2024 PWHL Toronto! The way the crowd reacted when we came on the ice was really cool.

This is a game to cherish. It's the birth, really, I think, of women's professional hockey to be permanent. And you've got to have the money. And you've got to have enough money for long term. And that's always a challenge. Those were Toronto Scepters forward Emma Malte and the tennis great Billie Jean King in that clip. Jana Hefford, take us back to that moment when the puck dropped.

What did that mean to you? Well, it was such an amazing moment for our sport and for so many people that had been a part of it over various iterations of the sport and certainly even generations before that didn't even have an opportunity to play the game. But thinking about that moment and hearing what we just heard brings me right back

where there was goosebumps throughout that game. There were tears in that building. There was such a heavy emotional feeling from everyone in the building. It's one of those games where it really didn't matter what happened on the ice. The score was irrelevant. It was a win for the entire sport. an entire, it was a win for the entire sport. So, you know, being proud just of the historic moment that it was and being in that building was certainly something really special. And Jane, I've heard it said over and over again that the PWHL exceeded expectations and maybe it did. It did for someone like me, but from your perspective, what were your expectations going in? But from your perspective, what were your expectations going in? Well, I've said those words many times. You know, we believed this was possible. But I think even, you know, to see how quickly we got, how far we've got in a short period of time.

You know, we wanted to get teams on the ice. We wanted to get teams on the ice. We wanted to fill buildings, but the way this league has been received, some of the recognitions, including, you know, sport business journal awards, the Harris poll, we have just achieved things that weren't even, you know, in our perspective at all. And, and to be recognized by things like that has just, it's blown our minds, but it's also reset those expectations and they're bigger now and we have more work to do. We certainly have not made it in one season, but we're committed to the long-term here and continuing to grow this league. Okay. And I mean, 2024 is a significant year for investments in sports. Sherry Bradish, you're here to talk about that. I mean, what is

the bottom line when you look at 2024 about the business of women's sports? How does it look for you? Sure. And in Canada, we looked at the landscape of what this market was worth in 2023 in partnership with Canadian Women in Sport. And very conservatively at that point, we gauged that the market was worth for women's sports between $1 and $250 million. Very, very conservatively. And then we just see leaps and bounds in terms of year-over-year, quarter-over-quarter growth now that the leagues, the teams, and really the activation of these women has become real. So globally, they estimate the women's market is now $1 to $2 billion in value and only growing at a time, interestingly enough, when we see both wide commentary that the

NBA, the NHL, traditional sport is declining in terms of interest. So there's a real margin for growth. And I think that's what's so exciting about these properties. And what has been the catalyst of that growth? I think it's two things. I think it's a multitude of things. And I think, you know, I'm going to say it because Shereen and Jane is on the phone. I mean, there's a number of champions in this space in Canada that have worked long and hard, not only on how and why this is important socially, but building it as a business. And I think that's really unique to the Canadian market that there's so many people that have been part of this movement over the last year, year and a half. And more so. So I think that's important.

Many in the space have known for quite some time there's a solid business argument here. And I can't tell you, and I don't know about Shereen and Gina, but how many times I've been in a room and different people have said, can you believe this is happening? And so many of us say yes. Like, we've been waiting for this moment. The numbers have been there. The audiences have been there. The fans have been there. And I think that it's all happening in this year. And I think that it's all happening in this year.

There's just so many moments that demonstrate the business case is there. Part of it is, too, coming out of COVID. We saw a moment when sports leagues and teams were trying to be innovative the way they reached to their fans. Who really shone during those moments were female athletes because they're very good on social media. And so I think we started to know and feel the general public, general fandom in sport, those athletes more. And then it's just, as Shereen said, this crescendo of growth and development and this business case. And so many key moments over the last year. in so many key moments over the last year. Jaina Hefford, you were saying, you know,

like one season does not make it for the PWHL. You've got to build on that. You've got to build on the growth. But what would you say were the, you know, the biggest takeaways, the biggest lessons learned from your inaugural season? Well, I think there's a number of them. First of all, you all, realizing the potential. We've believed in this immense opportunity of professional women's hockey.

It just needed the right investment and the right infrastructure, which has already been mentioned here. And it's exciting to see that's been validated. We continue to read all of this research that suggests this is possible, but to be able to live it was something that was really wonderful. Adjusting our venue expectations, you know, our initial venues in Toronto and Montreal, we outgrew, we couldn't meet the fan demand.

And now we are in bigger buildings in those two markets. So that's, that's been a huge lesson for us is understanding where that demand is. And I would also say meeting merchandise demand, you know, famous women's sports is that we just can't keep up. Our fans are loyal. They're passionate. They want to represent. And previous to, you know, this recent, I think, excitement around women's sports, you just haven't been able to support your favorite athletes or your favorite teams.

And we, you know, we are having a hard time keeping up, but it's a priority for us. And we continue to push out a huge amount of merchandise that is being so well received by our fans. It's all about the merch. It's always about the merch in sports. In 2017, it felt like drugs were everywhere in the news. So I started a podcast called On Drugs. We covered a lot of ground over two seasons,

but there are still so many more stories to tell. I'm Jeff Turner, and I'm back with season three of On Drugs. And this time, it's going to get personal. I don't know who Sober Jeff is. I don't even know if I like that guy. On Drugs is available now wherever you get your podcasts. Shireen, you know, we like to think of Canada as being far more than just a hockey country and Toronto will be getting a WNBA team. How do you see the future of that in Toronto,

I mean in Canada, where basketball really is an exploding sport? I think that several events have actually proven that Toronto's an incredible market, and Canada more widely. There have been exhibition games in Edmonton for the WNBA last year, and the PWHL has just sold out a series of takeover arenas, one in Vancouver.

I have friends in Vancouver texting me saying, do you have hookups? Because I can't get tickets and I want to take my son. And I'm like, I'm really sorry. I have a press pass. It doesn't work that way for us. But it's true. They're the hottest ticket unintended item to get.

And we've seen that. We saw, again, with exhibition games, but with fan growth. Now, the one thing about women's sports is that there is not only those initial, the OG, the vanguard of sports fans, they welcome new people. And the one thing I love about women's sports is it's not, people are not precious about it. You are welcome here and you can grow here. I've been in the press box at Toronto Scepter's games since the first season. I see a lot of new faces in the bigger building.

I do rounds during intermission just to gauge the audience and there's always new people and that is so important. There was a lot more men in the first, the season opener than the previous year, but that's fine too. It's just, it's wonderful that it keeps growing and that's really important. And Toronto and Canada,

while there are, I get also texts from other people, can we have a hockey team here? I don't know why they, I'm like, I'm not Jaina. I don't know why you're asking me, but the need and the hunger and the excitement is so palpable right now. It's like, it's truly an incredible feeling. And I think Toronto teams will not only continue to do well,

they will light a flame that's already been lit, but keep igniting flames across this country. Well, and what you're both touching on here is where you see that there's, you know, demand for merch, demand for tickets as good business. And that's where, Sherry, that the brands and sponsors will be watching and they will follow that lead.

How do you see them adapting to try to build on the success and build brands around women's sports? Yeah, and I think merch, we know the latest study says in North America, it's the women's market will be over $4 billion next year in terms of value. So I think there's always more room for the merch growth. And I think the sponsorship growth and development has been particularly important. And, Jane, I think you folks are the strongest out of the gate, obviously, in this space. But I would point to some brands in particular.

I think we all are aware Canadian Tire has been particularly brave and smashed their heads a bit on the glass ceiling to say we're going to create equity in our sponsorship spend in Canada for men's and women's sport. And I think decisions like that have been particularly important. Their engagement in the property has been very authentic. And I think those types of partnerships, and, Jaina, you have a roster from Barbie on down, but I think those have been particularly helpful and valuable and needed in terms of growing the market. And partners have seen great return. And I think what we're hearing both in the W and the Northern Super League is we'll see the same type of sponsor interest as well. Okay, but you've just dropped the E-bomb, equity.

Right. Let's talk about it. Okay. I mean, we look at, I just saw some numbers this morning and that the NCAA basketball tournament, you know, the US basketball tournament, college basketball tournament, women had a higher viewership than men. The women's rights for their tournament, 6.5 million. For

the men's tournament, 873 million. I mean, not even close. I know. And you look at the W numbers across the board in every category, and there's a significantly big discrepancy in terms of those numbers. And I think we know that to grow these sports and to grow these games at a commercial level, you need corporate investment. And we need to move towards a more equitable investment. And we have very longstanding social norms that I think still definitely need to be adjusted. Amen. And that includes in the business space. Amen.

And Shereen, as we know, is always carrying that gauntlet, largely across the globe, that we need to do more to push for these. I don't think people are going to take you on and say, we shouldn't be doing more. I guess my question is, how do you get there? I mean, what is the business model to say, this is why we need...

I mean, I think socially, everyone's going to agree with that. People are just going to look at, but is the business there? say, this is why we need, I mean, I think socially, everyone's going to agree with that. People are just going to look at, but is the business there? So how do you get there? I mean, and I can start and Gina and Shereen, please weigh in. I think the numbers have definitely helped. I think presenting the numbers in our case on Bay Street have been definitely helpful in terms of, and Gina, no doubt your ownership team and group equally is aware of those numbers. The numbers help in those conversations with partners and other stakeholders.

I think you also need ownership and ownership groups to understand this property and the value of the property and the opportunity to grow and monetize in a really significant, important way. to grow and monetize in a really significant, important way. Jaina, pick up on that. And I just wonder what the conversation is, not only at the business level, where you know, you're director of hockey operations, but amongst the players themselves, about how they feel about this situation. Yeah, I mean, I don't think, you know, many of these things are going to change overnight. But what I'll say that I think aligns with Sherry is that, you know, we understand what our value is. We understand the value we bring. And we have had, you know, folks that come in and lowball an offer because they think maybe they can get in at that price. And we've been brave enough to say that we're worth more than that. And then we get back up to where we believe the value is. And so I think it's just that constant struggle,

understanding what our worth is. And we know that. But we've had an incredible reception. I can't agree more in terms of Canadian Tire leading the way here in Canada with their equitable investments. But we have a number of companies that jumped on in year one.

And we've only continued to grow that sponsor profile with our league, and we've only continued to grow that sponsor profile with our league. So we feel really fortunate, but it's important to understand what your value is and not be in a position where you can say no if you're not getting that value. Shireen, jump in. What investment would you like to see in women's sports in 2025? Well, just to sort of echo what Jane has said was that knowing your worth, and I think this is something that we can speak to more broadly of women generally in sport and out, know your value.

The wonderful thing is we know this product, women's sport is incredible. We've known it from jump. We've known it way before me. We've known it way before any of us were at this table. I mean, you've got serious builders on this call, but the reality is this didn't happen overnight and it would continue. But knowing the worth is so key. And there's a takeaway I think that would be in.

And then I've turned to media. And Mark, that's something that I take very personally and responsibly is what is the media's role in this? And the media, I would have hoped, would have been at a 50-50 in terms of coverage. I know CBC Sports definitely is committed to that digitally anyway, but I want to see the other networks. I'm going to be hard to call out TSN and Sportsnet. What does their coverage look like? We know my colleagues who cover women's sport are phenomenal, phenomenal. You've got incredible people doing play-by-play. You've got women doing color commentary. You've got analysts. You've got, you know, everything across the board. But do we have EPs? Do we have leadership team? I'm going to call on all those networks to say, look at your leadership team. What does it look like? We know from women's

sport that women are incredible leaders. Can we see that on the media front? Because that's who makes decisions. And I want to see more opportunities for young women and men, and women in particular. I also teach sports journalism at Toronto Metropolitan University, and you'd be shocked to know the young students who come in my office and are like, I don't think I belong here. I'm like, you're 20 years old.

You should have the world at your feet. Of course you belong here. They're already predisposed to think they don't. And so, you know, there's work to be done all across the board in every sector to reiterate and remind, yes, women belong in the space of curated, cultivated, continuing to beat the odds. It's not seamless. But, you know, I've never been in a press box, Mark, where everybody was in tears. And last year at the Scotiabank Arena, when Toronto played

Montreal, it was really hard for me because you're not supposed to show emotion in the press box. It was hard for me to hold back tears when the arena is sold out with young people cheering women's hockey. That's incredible. And I want to hold that moment. So there's a lot for media to do. And one thing is to remain accountable. Are we having conversations that are important? We're talking about equity. I did a column last week on menstruation in sports. Some things are still taboo. Are we having conversations about women and non-binary athletes that represent those who play in the leagues well enough? So those are the kinds of things that I'm pondering and will continue to work on in 2025. I love that moment of emotion

that you're describing there, where you're seeing the, it's not only the potential, it's actually what's developing before your eyes. And, and I wonder, Jaina, maybe you can pick up on this. What effect is this, you know, the, the interest in, in women's sports, what effect is it when you look upstream on actually women getting, girls getting involved, more girls getting involved in sport? Is there an impact there? There's a huge impact. You know, when I think about the, you know, the broader impact this

league is having, of course, you know, we hope to inspire many young girls to want to play the game, but it goes beyond just playing the game. There's opportunities to stay in the game, whether that's as a coach, executive leadership, officials, media members. This has not only created opportunities for women to play the game, but it's created opportunities for women to be a part of the game and men for that matter. More opportunities in sport, but maybe even more importantly, the broader societal impact that we're seeing. the broader societal impact that we're seeing. This league, you know, is helping to move us closer to a gender equitable future. And I, you know, I speak a lot about the impacts I see just on, I have a young son and how he embraces this league. And I know Shereen, you and I have talked about that as well. And this young, you know, next generation of young boys are living in a world that is going to change the way they lead and change the values they have.

And so when you think about the broader impact that we can have on this society, you know, that's what really makes me incredibly proud to know that we're moving the needle. Yeah. And so you're seeing it then, it's like the rising tide is lifting all the boats then there. There are benefits both for women, girls, and boys in sports overall. Absolutely. And Mark, one of the things I just wanted to highlight really quickly, if I may, is one of the things I've observed is the generosity from all these professional leagues developing. Diana Matheson told me when she was developing Project 8

for Northern Super League, she'd call the P-Dub. She'd call Gina. She would call other people. And she'd call around the world. And there's this camaraderie and support, which I think a crossover of sports. I would see after Canada won the world champions, they were at a Canadian women's soccer match at BMO.

You would see athletes supporting other athletes in this space. And that's something that's really beautiful to also witness. I think I would just add to that sentiment as well. And Janie, you were at a couple of those meetings. The group in Canada, Canadian Women in Sport has done such great work, both on building the business case for professional women's sport in Canada, and also at the same time, which is fundamentally important, what does it look like at the grassroots level? And that narrative, if you can see it, you can believe it and how important it is to create that linkage. But I bring them up in particular to Shireen's point, and what I kind of alluded to earlier, which was, there is this strong business community that has

come together and there's many opportunities. These different champions and leaders in these three leagues have come together. There's so much information sharing and it's a really powerful and I think very unmatched in North America thing. Well, let's end on hope because there's nothing better than hope, is there? Nothing better. Especially this time of year. Great conversation with all three of you.

Thank you so much and Merry Christmas to you all. Jaina Hefford is the Senior Vice President of the Professional Women's Hockey League or PWHL. Sherry Bradish, Professor of Sport Business and Director of the Future of Sport Lab and Sport Initiatives at Toronto Metropolitan University. And Shireen Ahmed, Senior Contributor with us here at CBC. For more CBC Podcasts, go to cbc.ca slash podcasts.