Since Adrenalin debuted in 2014, the sports tourism sector has seen significant highs and lows. Milestones like hosting the 2015 FIFA Women’s World Cup simultaneously in six cities nationwide showcased Canada’s potential, while the unprecedented shutdown of live events during the COVID-19 pandemic posed immense challenges. The sector is evolving and maturing, with many sport-hosting destinations now back in growth mode, navigating both challenges and emerging opportunities, positioning themselves to thrive in the global sports tourism landscape.
2014
Co-publishers Debbie van der Beek and Richard Elliott launch Adrenalin, Canada’s only publication dedicated to the business of sport events.
2014
With Canada’s sport tourism sector valued at $3.6 billion, Canadian Sport Tourism Alliance CEO, Rick Traer, reflects on why “sport events are still among the greatest under-leveraged assets within the Canadian sport system.”
2015
The FIFA Women’s World Cup is hosted simultaneously in six cities across the country.
2015
Hockey Canada celebrates its 100th anniversary.
2015
Canada’s “Year of Sport” welcomes the Pan American / Parapan Am Games, the IIHF World Junior Hockey Championship and the FIBA Americas Championship for Women.
2016
The North American League of Legends Championship Series Summer Finals sells-out Toronto’s Air Canada Centre.
2016
The NBA brings the 2016 All-Star Game to Canada, the first time the event is hosted outside of the United States.
2017
The Artistic Gymnastics World Championships—one of Canada’s largest single-sport international events of 2017—returns to Montreal after a 37-year absence.
2018
Canada legalizes cannabis, but athletes are reminded that marijuana is still banned in competitive sport.
2018
The Masters Indigenous Games debuts, bringing together athletes from across North America.
2019
The Canadian Premier League debuts with seven teams: FC Edmonton, Pacific FC, Cavalry FC, Valour FC, Forge FC, York 9 FC and HFX Wanderers FC.
2020
COVID-19 hits, bringing live sporting events (and just about everything else) to a grinding halt. Some events go virtual and pro sports leagues create “bubbles” so that quarantined athletes can return to safe, in-person play.
2020
The Canadian Sport Tourism Alliance rebrands as Sport Tourism Canada.
2021
Adrenalin launches the Sport Event Research Portal.
2021
Canada amends the Criminal Code to allow single event sport betting, igniting new strategies to monetize fan engagement.
2022
Jaida Lee becomes the first female athlete to play in the Canada Summer Games’ men’s baseball competition.
2022
Online 50/50 draws become a lucrative way to replace in-stadium fundraising opportunities.
2022
Edmonton’s Commonwealth Stadium hosts Canada’s first Stadium FIS Snowboard Big Air World Cup Event.
2023
The Indigenous-led bid for the 2030 Winter Olympic Games becomes a template for future sport-hosting partnerships.
2023
Countless outdoor sporting events are cancelled or postponed due to wildfire smoke.
2024
The Professional Women’s Hockey League debuts with six teams: Toronto, Ottawa, Montreal, Boston, New York and Minnesota.
Published October 2024
