Canadian Women and Sport

Published purpose

The Commercial Women’s Sport Initiative aims to improve economic security and prosperity for women through women’s professional sport by: shifting mindsets on the economic value of women’s professional sport; increasing motivation to invest in this space; and increasing capacity to embed intersectional gender equity in the development of women’s professional sport. To accomplish these objectives, Canadian Women & Sport is working with Canadian Tire Corporation, Boston Consulting Group, Research and Consulting Firm, our Advisory Group, and a network of collaborators to deliver a two-year advocacy initiative. The project design reflects the following key activities: A. Development of a national network of champions who are directly impacted by the issue, key influencers, and decision-makers in the target audiences. B. Phase 2 Primary Research. Work with a leading national Research and Consulting firm to collect primary unique Canadian based research data that will articulate the unique business and social value proposition for women’s professional sport and related best practices in gender equity. This research will be based on the data gap analysis found in Phase 2. It will have GBA+ lens implemented throughout the process. Outputs of the Phase 2 Primary research will include a whitepaper (or equivalent) and Toolkit with best practices on building equitable and economically successful professional sport for women.   C. Delivery of a communications campaign to engage the national network in the research and the associated calls to action via digital communications collateral. D. Outreach to strategically significant entities and decision-makers to generate targeted engagement and to support the application of the ideas and best practices in their institutional context. Quarterly release of new insights, with a focus on knowledge translation that generates engagement. E. Ongoing measurement and evaluation with quarterly analysis to identify learnings to integrate. (Ongoing for the duration of the project.)