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Women’s sports is big business. Larry Tanenbaum gets it. MLSE doesn’t

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There’s a real business case to be made that women’s sports has room to grow where men’s leagues have flattened

Minnesota Lynx forward Bridget Carleton, right, drives on Indiana Fever guard Kelsey Mitchell in the second half of a WNBA basketball game in Indianapolis, on July 15, 2022.When news emerged last fall that Maple Leaf Sports & Entertainment would not bid for an expansion franchise in the WNBA, it came as a surprise.

This month brought news that Larry Tanenbaum was preparing to pursue a WNBA bid on his own, having brought a senior executive over from MLSE’s Toronto Raptors to lead the project. The WNBA says television viewership last season hit a two-decade high, and that Canadian ratings were up more than 30 per cent over 2022. Ms.

So far it has proven the arguments put forth by the Olympic athletes who found themselves without a home when the CWHL, their former league, folded four years ago: that there was a market for professional women’s hockey if only someone would properly back it. Some of the early success is a result of a developing business offering cheaper tickets than those for NHL games in the same cities, but there has also been a consistent message from the match-going audience.

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