Spectator sports, event promoters, artists and related industries, 2024

Released: 2026-02-17

A new era of growth for the spectator sports, event promoters, artists and related industries in 2024

Operating revenue in the spectator sports, event promoters, artists and related industries rose 9.3% from 2023 to reach $13.8 billion in 2024. This marked the fourth consecutive year of growth for these industry groups, fuelled by ever-growing demand for live and in-person experiences following the removal of capacity restrictions related to the COVID-19 pandemic.

Promoters (presenters) of performing arts, sports and similar events (38.5%) accounted for the largest share of operating revenue in 2024, followed by spectator sports (34.9%), independent artists, writers and performers (21.5%) and agents and managers for artists, athletes, entertainers and other public figures (5.1%).

Canadians show up to cheer for their favourite sports teams

The spectator sports industry group—which consists of sports teams playing in front of a paying audience, horse racetracks, racing events and independent athletes—saw operating revenue rise 9.9% from 2023 to reach a record high of $4.8 billion in 2024.

Growth for the industry group in 2024 was partly due to the success of Canadian teams in the 2023/2024 National Hockey League (NHL) season. Four Canadian teams qualified for the Stanley Cup playoffs, and the Edmonton Oilers advanced to the Stanley Cup final for the first time since 2006.

Operating expenses for the spectator sports industry group grew at a slower rate than its operating revenue in 2024, up 7.0% to $4.8 billion. This was the third consecutive year in which revenue growth outpaced that of expenses, and it was the first year where operators recorded a positive profit margin (0.3%) since 2017. In 2024, salaries, wages, commissions and benefits remained the largest expense in the industry group, growing 6.6% to $2.5 billion.

Admissions to live events were the fastest-growing component of sales, increasing $162.6 million to 52.5% of total sales in 2024.

Live events remain in the spotlight

Promoters (presenters) of performing arts, sports and similar events continued to see strong growth in 2024, as demand for in-person events such as concerts, festivals and fairs continued to rise. Businesses in this industry group earned $5.3 billion in operating revenue in 2024, an increase of 11.1% from 2023. This growth was partly fuelled by tours by high-profile artists, which included nine Taylor Swift Eras Tour concerts in Toronto and Vancouver.

Operating expenses for the promoters (presenters) of performing arts, sports and similar events industry group rose 10.1% to $5.1 billion in 2024, leading to a profit margin of 4.7%. Salaries, wages, commissions and benefits increased by 8.8% to $1.3 billion, a slightly slower rate than operating expenses.

Evolving landscape for independent artists, writers and performers

Operating revenue for independent artists, writers and performers increased 6.4% to $3.0 billion in 2024, outpacing growth in operating expenses (+4.5%). This marks the fourth consecutive year of growth for this industry group, which has been evolving because of the rise of new digital professions, such as social media influencers, content creators and other Internet-based careers.

Canadian sports teams knock it out of the park in 2025

Interest and excitement for Canadian sports teams remained high in 2025. Five Canadian NHL teams made it to the postseason, highlighted by the Edmonton Oilers' second straight trip to the Stanley Cup final. The Toronto Blue Jays reached baseball's World Series for the first time since 1993 to great fanfare, while Ottawa advanced to the Professional Women's Hockey League championship series. The success of Canadian teams in major sports may have had a positive impact on revenue for this industry group.

Live events are expected to have remained in demand among Canadians in 2025. However, there were no events that generated the same level of demand as the Taylor Swift concerts in 2024.

Contact information

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