The Toronto Tempo, the first Canadian franchise in the Women’s National Basketball Association (WNBA), is making waves not just on the court, but also in the realm of sports sponsorship. With a diverse array of 17 partners, including prominent brands like Tampax and Sephora, the Tempo is pioneering a new approach that embraces open conversations about women’s health and empowerment in sports.
A Bold Approach to Sponsorship
Gone are the days when discussing menstrual health was deemed taboo. At Toronto Tempo games, the Tampax logo can be seen prominently on players’ warm-up gear, as well as around the arena. This forward-thinking partnership is indicative of the team’s commitment to fostering an environment where discussions about women’s needs are not only welcomed but celebrated. Chelsey Harshman, Senior Director for North America at Tampax, expressed the brand’s enthusiasm for this partnership, stating, “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.”
The Tempo’s inaugural game against the Washington Mystics ended in a narrow 68-65 loss; however, the focus has shifted towards the broader implications of their presence in the WNBA. The team has attracted significant interest from sponsors eager to associate themselves with this pioneering initiative, which Lisa Ferkul, the Tempo’s Chief Revenue Officer, has aptly described as “the rocket ship that is the WNBA.”
Engaging Community Through Partnerships
The Tempo’s sponsorship strategy is multifaceted and inclusive, aiming to connect with a wide demographic. Sephora, the beauty retailer that has taken on the role of founding sponsor, emphasises inclusion and diversity in its branding. Their collaboration goes beyond mere logos; Sephora has created a “glam space” for players to prepare for media engagements, showcasing a dedication to supporting women in all facets of their lives.
Additionally, the Tempo is collaborating with Lay-Up, a charitable basketball organisation, to promote youth programming. This partnership not only enhances community engagement but also aligns with the Tempo’s mission of building confidence among young athletes. Harshman noted that the visibility of women in sports is crucial for instilling confidence, stating, “We have long been in the business of confidence, and sports is such a visible place where confidence matters.”
A Diverse Portfolio of Sponsors
The Tempo’s allure extends beyond traditional female-focused brands. For instance, Johnsonville, known for its sausages, is keen to tap into the emerging culture of women’s professional sports in Canada. Ferkul highlighted this strategic decision, emphasising the importance of engaging “girl dads” around events like Father’s Day, showcasing a more inclusive approach to sponsorship.
The collaboration with Lego also stands out, as the team creatively announced its schedule through an animated video featuring Lego figures. This innovative method not only captures the attention of younger audiences but also reflects the Tempo’s commitment to engaging fans in memorable ways.
Notably, CIBC and GoodLife Fitness have joined the Tempo as founding partners, supporting the team’s infrastructure and community initiatives. CIBC’s campaign focuses on celebrating women’s basketball trailblazers, while GoodLife Fitness has helped design the team’s weight room, reinforcing the importance of fitness in women’s sports.
Building a Sustainable Future
Despite the impressive roster of partners, Ferkul maintains a philosophy of “fewer, bigger, better.” This approach ensures that the Tempo does not dilute the value of its partnerships by overcrowding with logos. By focusing on exclusive partnerships, the team aims to create meaningful connections that resonate with fans and sponsors alike.
Research from Canadian Women in Sport reveals that fans are more likely to notice and positively perceive brands that sponsor their favourite women’s teams. This insight proves invaluable in attracting sponsors who are keen to support the growth of women’s sports while achieving their own marketing goals.
Why it Matters
The Toronto Tempo is not just another sports team; it represents a significant shift in the landscape of women’s sports sponsorship in Canada. By engaging in open dialogues about women’s health and empowering young athletes, the Tempo is setting a precedent for future teams and brands. This progressive approach to sponsorship not only enhances the visibility of women in sports but also fosters an inclusive culture that encourages participation, ultimately contributing to the growth of women’s professional sports across the nation.