A historic win for women’s soccer in Canada

In 2025, Christina Litz witnessed history unfold more than once. On April 16, she watched Quinn score the first goal in the Northern Super League (NSL) — a penalty kick, no less. Seven months later, she was at BMO Field with over 12,000 fans (and 1.1 million Canadians tuning in) to see Vancouver Rise FC win the inaugural NSL championship with a 68th-minute goal from Holly Ward.

But the moment that stayed with Litz most was a quieter one in a Toronto hotel lobby as Canadian soccer legends Diana Matheson, Desiree Scott and Erin McLeod arrived for the league’s media day. The emotion she observed reflected the league’s broader mission — one Litz helped shape as NSL’s first president.

“You could see in their hugs that they realized their dream of having their own league was actually coming true,” says Litz, whose career spans strategy, brand and commercial growth. “I was starstruck because we remember all of their celebrated moments on the field.

Laying the groundwork

The league’s launch comes at a pivotal moment for soccer globally. The men’s FIFA World Cup kicks off in June, followed by the women’s FIFA World Cup in 2027. By 2030, women’s soccer is projected to become one of the world’s top five sports.

Against this backdrop, Litz is drawing on her Canadian sports and media experience to guide the league’s strategy and help shape the future of the game in Canada.

“Our league launched at the perfect time,” Litz says. “In the next three years, we’re walking into a phase where soccer is going to reach new heights. We’re absolutely taking advantage of this moment to create awareness.

Behind the on-field excitement, Litz is focused on something less visible but just as critical: building the structures to sustain Canada’s first professional women’s soccer league. Her approach combines more than 15 years of leadership experience with the NSL’s mission to build a top-five global league that drives equity, fosters community and inspires the next generation of players.

Before joining the NSL, Litz held roles across Canadian sports and media, including the Canadian Football League (CFL). During her time as the CFL’s chief marketing, digital and strategy officer, she led strategy, marketing, content and partnerships and oversaw rebrands, digital transformations, fan programs and national events, including multiple Grey Cups.

Most recently, as chief brand and commercial officer at True North Sports + Entertainment, parent company of the Winnipeg Jets, Litz directed partnerships, ticketing, marketing and content, helping evolve the organization under a multi-year strategy.

Creating pathways

As she oversees all aspects of the NSL’s operations, Litz is also helping create sustainable careers for women in soccer. With former players such as Matheson and Christine Sinclair involved in its creation, the league, says Litz, was designed entirely around the player experience.

The NSL offers a $50,000 minimum salary — among the highest starting salaries in women’s professional soccer — along with maternity, fertility and mental health benefits and a structure that gives athletes control over their careers by requiring player consent for trades.

“Previously, women had to leave the country, play in the NCAA and then find a league outside of Canada,” says Litz. “Now, high-potential athletes can stay and play at an elite level here. We’re positioning Canada to dominate on the world stage, and we believe in that investment very much.”

With six founding clubs, the NSL has also created hundreds of jobs across coaching, officiating, operations, media and business, while building partnerships with broadcasters, sponsors and community organizations. Litz believes that growth will only accelerate as the global spotlight turns to soccer in the coming years.