By Jen Carera
April 23rd, 2025
BURLINGTON, ON
The Canadian Football League (CFL) is once again striving for inclusivity and gender diversity in its operations. KPMG’s Women in Football program announced its selection for 2025.
This year, nine experienced women were selected – one for each CFL team – to work alongside football operations staff in a four-week internship. For Burlington sports fans and future professionals, this initiative means a great deal: football has long been a male-dominated sport where women have been underrepresented. This initiative is looking to close the gender gap.
Girls playing soccer in Burlington
The “Women in Football” program has enabled the CFL to reach new target groups and increase spectator participation. In a field traditionally associated with masculinity and toughness, this initiative marks a forward-looking change: the focus is now primarily on competence, dedication, and new perspectives that actively promote the growth and development of the game. The selected participants not only get the chance to demonstrate their skills in a professional environment, but also help to break down outdated structures.
Since the start of the program, there has been a significant increase in viewer participation — female fans in particular find this inclusive approach more appealing. Interest in betting on CFL has also increased in parallel. The betting industry has adapted to this development: Bets can now be placed on all nine CFL teams. This creates an interesting addition to the familiar NFL markets. Fans have the opportunity to bet on various types of bets, such as point spread, moneyline, or special bets. Bets can be placed both during the regular season and during the playoffs and the traditional Grey Cup.
With such positive feedback, the CFL continues to demonstrate a strong commitment to building an inclusive, diverse, and accessible professional environment. By fostering a culture of collaboration, respect, and equality, the league strives to create a workplace where every voice is heard and ideas are evaluated on their merit, regardless of background. This approach not only strengthens team dynamics but also reflects the CFL’s role as a progressive institution in Canadian society.
In keeping with these values, the CFL’s Women in Football program opens up new opportunities for women to enter and succeed in professional football. This initiative opens the doors for qualified and motivated women to participate in the development of football and make a significant contribution to the growth of the sport across the country.
The program is anchored in four key pillars. The nine participants begin by immersing themselves in the day-to-day operations of their team, where they gain essential knowledge and insights through observation and guided mentorship. They are then encouraged to translate this learning into action. This means contributing directly to the tasks and objectives of their role. Constructive feedback supports their development, helping refine both technical skills and strategic thinking. Last but not least is preparation, which ensures that participants leave with not only experience but also the tools, connections, and confidence to pursue their future career opportunities in football or related industries.
Mentoring is critical.
The program is supposed to help the nine participants enhance their skills beyond the field. Through business-focused mentorship, each participant is matched with a mentor who provides ongoing guidance in leadership, communication, and career development. This approach exposes the nine women to professional sports and corporate dynamics and helps them build a well-rounded skillset that can support a variety of future roles.
Meanwhile, residents in Burlington are concerned about the declining participation of girls in club sports. According to The Rally Report, girls across the country are significantly more likely to drop out of sports than boys. The nationwide study, which surveyed girls ages 6 to 18, found that one in three girls quit sports by late adolescence. In comparison, only one in ten boys stops playing sports by the same age. Even more disturbing is that up to 62% of teenage girls in Canada no longer play on a team.
By creating a foundation for women to rise to positions of influence, the CFL and KPMG are setting an example of how meaningful change can take place in sports culture. Not through symbolic gestures, but through structured, targeted programs that empower participants.
For aspiring sports professionals in Burlington, especially women who have graduated with degrees in kinesiology, sports business, or coaching, initiatives like this are inspiring. It’s not uncommon for graduates to look uncertainly at the professional leagues because they don’t know how to break into this seemingly narrow world. With its program, the CFL is making it clear that women are not only allowed access to the professional leagues, but they are also supported. The program shares its structured approach that rewards achievement and passion, and gives young women the courage to invest in themselves.
This is what the Canadian Football league is all about. It doesn’t get better than this.
Despite progress, women’s participation in sports remains insufficient. In cities like Burlington, where youth sports are an established part of community life, the Women in Football program has planted a seed and raises important questions about how local programs can be made more inclusive and supportive for girls as well. A study by BMC Sports Science, Medicine and Rehabilitation shows that physical activity has a positive impact on teenagers’ self-confidence.
Furthermore, sport plays a crucial role in building resilience and leadership skills. These qualities are essential for future career success. This means that ensuring that girls stay in the game is not just a matter of equity, but an investment in the social and economic future of the whole community.
As the CFL prepares for a competitive season on the field, programs like this are ensuring that behind the scenes, the attitude towards female leadership continues to evolve. Slowly but surely, Canada’s fields are becoming more inclusive, more dynamic, and more reflective.
I would think that Taylor Swift was the biggest boost to women’s following football.