The Toronto Tempo have made a significant entrance into the WNBA, not only as Canada’s first team in the league but also by redefining how corporate partnerships can engage with sports culture. With their inaugural game against the Washington Mystics last Friday, the Tempo showcased a bold approach to sponsorships, prominently featuring brands like Tampax and Sephora that challenge traditional norms.
A New Era of Sponsorship
Gone are the days when conversations around women’s health products were stigmatised. At a Tempo game, spectators are greeted by the Tampax logo on players’ warm-up attire and throughout the Coca-Cola Coliseum. This visibility is part of a broader initiative to destigmatise discussions around menstruation and promote confidence among women in sports. “We’re ready to move with the Tempo into this new era where brands and athletes can openly talk about women’s needs – which includes periods,” stated Chelsey Harshman, senior director for North America at Tampax.
The Tempo’s partnership with Tampax extends beyond mere branding; it includes collaborating on youth programmes with Lay-Up, a charitable organisation that promotes basketball among young people. This initiative is a testament to the team’s commitment to empowering young women through sport.
An Expansive Partnership Network
The Tempo’s impressive array of 17 corporate partners, many of which are non-traditional for sports teams, reflects a growing interest in women’s sports in Canada. According to Lisa Ferkul, the Tempo’s chief revenue officer, the surge in sponsorship interest has been remarkable. “Brands were reaching out to us before I even joined the team,” she revealed, underscoring the excitement surrounding the franchise’s potential.
Sephora, the team’s founding sponsor, has made a significant commitment to the Tempo. Their branding is visible across the team’s jerseys and arena, and they have created a “glam space” for players on media days. The partnership is rooted in values of inclusivity and diversity, aiming to connect with a younger audience in a meaningful way.
Innovative Collaborations
The Tempo is not just attracting brands focused on women; they are also forming partnerships with companies like Johnsonville, which hopes to engage with a new demographic through the theme of “girl dads.” Ferkul’s strategy of “fewer, bigger, better” means that the Tempo is selective about partnerships, ensuring they align with the team’s values and offer substantial benefits to both parties.
Additionally, the Tempo’s collaboration with Lego, which debuted during the announcement of their schedule through an animated video, showcases their commitment to creative marketing strategies that resonate with fans of all ages.
Building a Community
The Tempo’s inaugural game also featured a strong emphasis on community. Founding partner CIBC launched a campaign that celebrates Canadian trailblazers in women’s basketball, such as Sylvia Sweeney and Tamara Sutton-Brown, who were present at the match. This focus on local heroes not only strengthens community ties but also inspires the next generation of female athletes.
GoodLife Fitness, another partner, contributed to the team’s infrastructure by helping to set up the weight room inside their arena. This partnership signifies the growing recognition of women’s sports and the importance of providing top-notch facilities for female athletes.
Why it Matters
The launch of the Toronto Tempo is more than just a new team in the WNBA; it represents a shift in the landscape of women’s sports in Canada. By prioritising innovative and inclusive partnerships, the Tempo is paving the way for future teams and athletes to follow suit. The emphasis on community, empowerment, and breaking down barriers around women’s health is critical at a time when female sports are gaining unprecedented visibility. As the Tempo embarks on this journey, they not only inspire young athletes but also challenge societal norms, illustrating that women’s sports can thrive with the right support and vision.