Key Points
- Widespread Engagement: Over half of Canadians (55%) and Pakistanis (~55%) are involved or interested in sports[1][2].
- Iconic Favorites: Ice hockey reigns in Canada[3], while cricket unites Pakistan[4], reflecting deep cultural roots.
- Cricket in Canada: Canada’s South Asian and immigrant communities have spurred a cricket boom – >3 million Canadians now call themselves cricket fans[6]. Canada even qualified for the 2024 T20 World Cup alongside cricket giants like India and Pakistan[7].
- Sports Goods Industry: Pakistan is a global leader in sporting goods (producing 70% of the world’s professional footballs[8]) and exported about USD 177 million of sports equipment in 2020[9]. Canadian firms increasingly source Pakistan-made gear, as seen in the 2025 Pakistan–Canada Sports Tradeshow in Mississauga[10].
- Economic & Cultural Ties: Joint events (trade expos, friendly matches) and shared markets (e.g. sporting apparel, training facilities) can boost bilateral trade and investment. Sports tourism (fans and teams traveling) and health/education programs (youth camps, women’s leagues) offer win-win impact.
- Positive Impact: For policymakers and academics, sports cooperation is a tool for “soft diplomacy” and social well-being. For investors and brands, it’s a growing multicultural market (cricket marketing, hockey sponsorships). For citizens, it builds community pride and healthy lifestyles[1][11].
Sports in Canada: Passion and Participation
Canadian junior hockey players in action – ice hockey is Canada’s beloved winter sport[3]. Canadians strongly embrace sports as part of community life. A 2023 StatCan survey found 55% of Canadians aged 15+ played a sport in the past year[1]. Ice hockey is still king – about 40% of Canadians call it their favorite[3] – but soccer, basketball and even cricket have big followings. In fact, cricket has historic roots: Sir John A. MacDonald declared it Canada’s first official sport in 1867[12], and today the game is rapidly resurging. Over 3 million Canadians (especially people of South Asian or Caribbean heritage) identify as cricket fans[6]. Canadian teams recently qualified for global events (the 2024 T20 World Cup), reflecting this growth[7]. The sports economy in Canada is robust. With high grassroots participation (55% of adults)[1], there is strong demand for facilities, training and gear. Canadians also follow global leagues: NHL hockey, MLS soccer, NBA basketball – but are increasingly tuning into international cricket matches. Brands and investors notice; for example, Coca-Cola sponsors the national cricket team as the sport’s profile rises. Moreover, sports drive tourism (Stanley Cup playoffs, international games in Toronto/Vancouver) and health outcomes. Overall, Canadians enjoy a diverse sports diet; immigrants play more soccer and tennis, while native-born tend to more winter sports[1]. The bottom line for policymakers is that promoting sports (infrastructure, inclusion) boosts quality of life and can engage multicultural communities.Pakistan’s Sporting Heritage
Village cricket in Pakistan – the nation’s favorite sport[13]. Pakistan’s passion is cricket, a legacy of British colonial times. About half of Pakistanis enjoy sports[2], and 55% say they like cricket[2]. As the world’s second-biggest cricket fan base, Pakistan has won the ICC World Cup (1992), T20 World Cup, and Champions Trophy[14], underscoring cricket’s mass appeal. Other sports like field hockey (national sport) and squash were once world-leading and still hold nostalgic pride (multiple Olympic golds in hockey[15]). Pakistan’s sporting goods industry is a national success story. It is a major global exporter: in 2020 Pakistan shipped USD 177 million of sports equipment[9], down slightly from previous years. Around 70% of the world’s top-level footballs (soccer balls) are stitched in Pakistan[8]. This sector provides jobs and foreign revenue. Today Pakistan still exports to 100+ countries (including Canada)[16], making sports gear a key trade link. For the general public, sports foster unity and youth engagement; for example, the Pakistan Super League (domestic T20 cricket league) draws young audiences. Pakistani officials now seek more public-private investment in diverse sports (marathons, women’s leagues, international friendly tours) to capitalize on this passion.Bridging the Countries: Trade, Diaspora and Diplomacy
Both nations already benefit from each other’s sports culture. Canada’s large South Asian community (2.5 million strong, including ~303,000 Pakistani-Canadians[5]) keeps Pakistan’s cricket fervor alive in North America. These communities “wave two flags” at matches[6], linking remittances to Pakistan’s sports events and media. Likewise, Canadian ex-pats in Pakistan and foreign diplomats participate in local leagues and tournaments, strengthening ties. On the business side, Canadian sporting goods companies source from Pakistan’s factories (balls, apparel) to meet domestic demand. The 2025 Pakistan-Canada Sports Tradeshow on 15 Sep, 2025 in Mississauga – co-hosted by Pakistan’s Consulate and the Canadian Sporting Goods Association – exemplifies this synergy[10]. It will feature Pakistani-built gear to Canadian retailers and spotlight opportunities for joint ventures. This sports cooperation yields practical benefits. For policymakers, joint sports programs can be part of cultural diplomacy and trade strategy. Investing in youth sports exchanges or hosting a binational tournament can promote tourism and goodwill. For investors, the growing cricket market in Canada (estimated 3–5M fans[17][18]) represents a new sponsorship and media frontier. Brands can engage underserved audiences through cricket (e.g. during Canada’s 2024 T20 World Cup matches[7]). Similarly, Canadian expertise in sports science or facility management could aid Pakistan’s sports infrastructure, opening service exports. Meanwhile, academics and community leaders note the social value: sports participation brings health and social cohesion[1]. Collaborative research on sports development or injury prevention could involve universities in both countries. Public-private partnerships could fund sports scholarships, where promising athletes train in each other’s systems. All these add “soft power” – citizens of Canada and Pakistan cheering each other’s teams, building mutual respect. In short, sports offer a rare neutral ground to strengthen bilateral ties, delivering shared benefits in economy and culture.Conclusion
Canada and Pakistan each treasure their sports passions – hockey and cricket – and together they can score big through collaboration. By leveraging strong sports participation (over half the population in both countries[1][2]), engaging diaspora networks and promoting trade in sporting goods[9][8], the two nations unlock economic and social gains. Policymakers can champion joint sports diplomacy and events; investors can tap the multicultural fan base; and communities gain pride and health. In essence, fostering Canada-Pakistan sports partnerships is a winning strategy that benefits athletes, businesses and citizens alike on both sides of the globe. * Dr. Muhammad Jahanzaib is the Founder & Chief Visionary Officer (CVO) of Diamanium Thinkers, a global think tank. He holds a PhD in International Relations, specializing in the intersection of politics and economics in Pakistan’s foreign and domestic policy. A double gold medalist and published scholar, he writes on economic intelligence, economic diplomacy, political economy, AI, and regional cooperation in South Asia and beyond. He can be reached at jahanzaibdgc@gmail.com.References
[1] Diving into the data: Sports participation in Canada – Statistics Canada https://www.statcan.gc.ca/o1/en/plus/4863-diving-data-sports-participation-canada [2] Microsoft Word – Press Release CRICKET-Email & Web.doc https://gallup.com.pk/bb_old_site/Polls/20-5-09.pdf [3] [4] Most Popular Sport by Country 2025 https://worldpopulationreview.com/country-rankings/most-popular-sport-by-country [5] [12] [18] Cricket Emerges as Canada’s Fastest Growing Sport: A Boon for Multicultural Marketing – DV8 Communication https://dv8communication.com/cricket-emerges-as-canadas-fastest-growing-sport-a-boon-for-multicultural-marketing/ [6] [7] [11] [17] The Rising Tide of Cricket in North America: A Golden Opportunity for Brands | Association of Canadian Advertisers https://acaweb.ca/en/2024/cricket-north-america-golden-opportunity-brands/ [8] [10] [16] Pakistan Canada Sports Tradeshow https://pakcansport.ca/ [9] smeda.org https://smeda.org/phocadownload/Sectoral_Information/Sports%20Goods%202021.pdf [13] [14] [15] Sport in Pakistan – Wikipedia https://en.wikipedia.org/wiki/Sport_in_Pakistan