The prize money from the National Bank Open will be equal for both the women’s and men’s events by 2027. Lebel pointed out that investing in women’s sport “is not just a social good, it’s good business.”
Lebel is a professor in the Gordon S. Lang School of Business and Economics.
Her research examines the sport business landscape with a focus on gender equity, sport fandom, marketing and communications. Currently, her work explores opportunities for innovative disruption in sport and the development of a new sport business model.