The Toronto Tempo have officially launched their inaugural season in the WNBA, marking a significant milestone in Canadian sports. With a thrilling yet narrow 68-65 defeat against the Washington Mystics last Friday, the Tempo not only showcased their competitive spirit but also highlighted a groundbreaking shift in sponsorship and marketing within women’s sports. The presence of notable partners, including Tampax and Sephora, underscores a changing narrative around women’s health and visibility in athletics.
Corporate Partnerships Redefining Women’s Sports
Gone are the days when discussions surrounding menstruation and women’s health were shrouded in stigma. At Toronto Tempo games, the Tampax logo is prominently displayed on players’ warm-up attire and throughout the Coca-Cola Coliseum, signalling a bold move towards normalising these conversations in sports. Chelsey Harshman, senior director for North America at Tampax, emphasised the importance of 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 – and help remove the stigma.”
The collaboration extends beyond mere branding; Tampax and the Tempo are set to work together on youth programmes with Lay-Up, an organisation dedicated to promoting basketball among young people. As Harshman noted, “We have long been in the business of confidence, and sports is such a visible place where confidence matters.”
An Expanding Network of Support
With 17 corporate partners already onboard, the Tempo’s sponsorship landscape is refreshingly diverse. Chief revenue officer Lisa Ferkul described the rapid influx of interest from brands eager to align with the burgeoning WNBA franchise, referring to it as “the rocket ship that is the WNBA.” This surge in sponsorship interest is particularly noteworthy given that the league is celebrating its 30th season and is witnessing significant growth across various metrics, including attendance and viewership.
Ferkul’s background in partnerships, including a decade at Scotiabank, has proven advantageous in securing sponsorships that resonate with the team’s core values. Early in the process, Sephora Canada emerged as a founding sponsor, with its branding seamlessly integrated into the Tempo’s identity. The beauty retailer’s focus on inclusion and diversity aligns perfectly with the Tempo’s mission, as seen in the elaborate “glam space” created for players on media day.
Innovative Collaborations and Engagement
The Tempo’s partnerships extend beyond traditional sports sponsorships. Ferkul has also forged connections with companies like Johnsonville and Reitmans, the latter of which has a century-long history in Canadian retail. Reitmans is not only a sponsor but has also designed custom uniforms for the Tempo’s dance team, the Rhythm Section. Isabelle Bonin, vice-president of marketing for Reitmans, expressed the importance of making a connection with a new generation of women, stating, “Inaugural seasons set the tone – they’re when culture forms and attention is at its highest.”
Additionally, creative marketing initiatives have emerged, such as a collaboration with Lego to announce the team’s schedule, which featured an animated video showcasing the dates and matchups. Fans who attended the inaugural game were treated to a special edition Sprite can, emblazoned with the Tempo’s Bordeaux-coloured logo, further enhancing the team’s visibility and branding efforts.
The Future of Women’s Sports in Canada
As the Tempo embarks on their first season, the partnership philosophy remains focused on quality over quantity. Ferkul has emphasised that maintaining exclusivity is crucial, ensuring that partners align with the team’s values while also reaching a broad audience across Canada. Research from Canadian Women in Sport indicates that fans are more likely to engage with brands sponsoring their favourite teams, making this a strategic initiative for both the Tempo and their partners.
Why it Matters
The Toronto Tempo’s inaugural season is not merely a celebration of basketball; it represents a pivotal moment in the evolution of women’s sports in Canada. By fostering open conversations about women’s health and creating impactful partnerships, the Tempo is paving the way for future generations of female athletes. This inclusive approach not only enhances the visibility of women in sports but also encourages other organisations to follow suit, ultimately transforming the landscape of Canadian athletics.