A recent announcement from London reveals that an international sports investment firm has made a significant investment of C$30 million in the Northern Super League (NSL), a burgeoning Canadian women's professional soccer league. The league is currently in its second season and consists of six teams based in major cities: Vancouver, Calgary, Halifax, Montreal, Toronto, and Ottawa.
Apex, the investing firm behind the funding, has notable backers including Formula One drivers Carlos Sainz and Lando Norris, as well as Portuguese soccer player Diogo Dalot. In a statement, the firm cited a growing confidence among investors in the NSL and the overarching trend of increased interest in women's soccer globally. The NSL confirmed this investment amount in an official communication made on Wednesday.
During its inaugural season, the NSL managed to attract an impressive 275,000 fans across 80 matches and secured 16 national sponsors, generating over $30 million in revenue. The league has also established broadcast partnerships, notably with TSN, which achieved a viewership of three million during its first year, and ESPN Plus in the United States.
Christina Litz, the president of the NSL, expressed enthusiasm regarding the investment from Apex, stating, “In just one season, the Northern Super League demonstrated that there is significant demand for professional women’s soccer in Canada." Litz highlighted that the investment not only reflects confidence in the league’s progress but also the opportunities that lie ahead for the league’s growth. With Apex’s global experience and strategic approach, she believes this partnership will enhance the league’s audience reach, strengthen its commercial capabilities, and set the stage for international success.
Apex founder and CEO Antonio Cacorino remarked on the operational success of the NSL, stating, “The NSL delivered in season one. Now we are excited to help enable the next phase of growth.” Cacorino emphasized that women’s football boasts the necessary elements for success: talented players, dedicated fans, and competitive quality. He indicated that with adequate capital and infrastructure, women's soccer has the potential to unlock substantial long-term global value.
This move by the NSL to secure expanded financial backing comes in the wake of a US$100 million investment by Larry Tanenbaum, who became the first external investor in the Professional Women’s Hockey League as it enters its fourth season with 12 teams. Such investments signal a growing acknowledgment and support for women's sports leagues across various disciplines.
The global women's sports market has seen remarkable growth, tripling since 2022 to approximately $2.4 billion. According to Apex, the fan base for women’s soccer is expected to reach 800 million by the year 2030, further underscoring the potential for investment and development in this sector.
The developments surrounding the Northern Super League and its newfound investment from Apex exemplify the growing interest in women's sports, which continues to gain traction not only in Canada but on a larger international scale. The potential for future growth, driven by such investments, marks an exciting era for professional women’s soccer.
