WNBA Announces Historic Canadian Media Rights Agreement with Bell Media

Why It Matters

By securing nationwide broadcast and streaming, the deal accelerates the WNBA’s penetration of the Canadian sports market and creates new revenue and sponsorship opportunities for both the league and Bell Media.

Key Takeaways

• Bell Media secures multiyear WNBA rights, launching coverage in 2026
• TSN will air most games, including All-Star, Playoffs, and Draft
• Select Toronto Tempo games to broadcast on CTV and stream via Crave
• 2026 WNBA Draft viewership in Canada rose 172% over 2025
• Toronto Tempo becomes league’s first team based outside the United States

Pulse Analysis

The WNBA’s new media rights agreement with Bell Media marks a watershed moment for women’s professional sports in North America. Canada, long a passionate basketball market, has seen a surge in interest following the league’s first international franchise, the Toronto Tempo. By locking in a multiyear deal with Bell’s TSN network, the WNBA gains a dedicated platform that can match the reach of traditional U.S. broadcasters, while also tapping into Bell’s digital ecosystem through Crave and CTV. This alignment mirrors recent high‑profile rights contracts in the NBA and NFL, signaling that women’s sports are now viewed as premium content worthy of extensive distribution.

TSN’s comprehensive coverage will include live broadcasts of regular‑season games, the All‑Star weekend, the playoffs, and the championship series, with additional exposure for the Tempo via CTV and Crave streaming. The partnership not only guarantees Canadian fans unprecedented access but also provides the Tempo with a national stage to build a fanbase ahead of its inaugural 2026 season. The 172% jump in Draft viewership illustrates the appetite for WNBA content, and the multi‑platform approach ensures that younger, cord‑cutting audiences can engage through both linear TV and over‑the‑top services, driving higher engagement metrics for advertisers.

From a business perspective, the deal opens new revenue streams for both parties. Bell Media can leverage the WNBA’s growing brand to attract sponsors aligned with gender equity and youth demographics, while the league benefits from advertising inventory in a market that contributes significantly to its global growth targets. As the WNBA finalizes its transformative collective bargaining agreement, the Canadian rights pact positions the league to capitalize on increased player salaries, expanded marketing initiatives, and a broader international footprint, reinforcing its trajectory as one of the fastest‑growing sports properties worldwide.