Vividata has released a new report comparing the attitudes and actions of Professional Women’s Hockey League (PWHL) and National Hockey League (NHL) fans, as they relate to sports sponsorship and advertising.
The study found that fans of both the PWHL and NHL tend to pay more attention to ads, sponsorships and endorsements, when compared to NHL-only fans. Here are just a few of the key findings:
• Of the nearly 14 million Canadians who identify as hockey fans: 92% follow the NHL; 23% follow both the NHL and PWHL; and 4% of fans only follow the PWHL.
• 51% of PWHL-only fans, 45% of PWHL and NHL fans, and 29% of NHL-only fans are interested in products that their favourite athletes share on social media.
• Nearly 40% of PWHL fans, less than 25% of NHL-only fans, and about 30% of NHL and PWHL fans are under the age of 35.
SOURCE: VIVIDATA’S SCC/SPORTS 2024 BASE
Published March 2025
