The newly minted Toronto Tempo, Canada’s inaugural WNBA franchise, is making headlines not just for its on-court performances but also for its innovative approach to corporate sponsorship. With a diverse array of partners and a commitment to breaking taboos around women’s health, the Tempo is setting a new standard for how female athletes and brands engage with the community.
A Groundbreaking Launch
The Tempo’s debut game against the Washington Mystics on Friday ended in a close 68-65 defeat, but the focus on the court was matched by an impressive display of corporate support off it. From the Tampax logo emblazoned on the players’ warm-up attire to their presence throughout Coca-Cola Coliseum, the partnership reflects a significant cultural shift. Chelsey Harshman, senior director for North America at Tampax, articulated the brand’s mission: “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 to ensure that periods are never a barrier to her participating and unleashing the confidence that we know comes from sport.”
The Tempo has quickly attracted 17 partners, showcasing a blend of traditional and progressive sponsorships aimed at fostering inclusivity. This includes collaborations with youth-focused organisations like Lay-Up, which will work with the Tempo to promote basketball among young women.
Diverse Sponsorship Strategy
The Tempo’s sponsorship strategy is anything but conventional. Chief revenue officer Lisa Ferkul noted that brands were reaching out even before the team’s official launch. With a wealth of experience in partnerships, Ferkul expressed excitement about the unique opportunity the Tempo represents. “We’re on a rocket ship that is the WNBA,” she said, highlighting the growing interest in women’s professional sports.
Sephora, the team’s founding sponsor, has integrated its branding throughout the Tempo’s identity, from jerseys to game-day experiences. This partnership champions inclusion and diversity, with the beauty retailer also creating a “glam space” for players on media day. Allison Litzinger, senior vice-president of marketing for Sephora Canada, explained, “For us, it’s a way to connect with a new generation of women in a space that feels current and relevant, not forced.”
Similarly, Reitmans, a 100-year-old Canadian clothing brand, has chosen to align itself with the Tempo as part of a rebranding effort. With its branding visible throughout the arena and as the presenting sponsor for the Tempo’s dance team, Reitmans aims to engage a fresh demographic through the lens of women’s sports.
Unique Collaborations and Community Engagement
What sets the Tempo apart is its willingness to collaborate with unexpected brands. Johnsonville, a popular sausage manufacturer, is leveraging the cultural momentum of women’s sports in Canada to connect with consumers, particularly ‘girl dads’, during Father’s Day promotions. The Tempo’s inventive partnership with Lego, which introduced their game schedule via a playful animated video, further illustrates their commitment to engaging fans in imaginative ways.
The presence of founding partner CIBC also adds depth to the team’s community-oriented initiatives. Their campaign focuses on celebrating the trailblazers of Canadian women’s basketball, including notable figures like Sylvia Sweeney and Tamara Sutton-Brown, who were honoured at the inaugural game.
With title sponsorship from Instacart and partnerships with brands like FanDuel and GoodLife Fitness, the Tempo is cultivating a robust network of support. Ferkul emphasised the philosophy of “fewer, bigger, better” in their sponsorship approach, ensuring that each partnership brings unique value without overwhelming fans with excessive branding.
Why it Matters
The Toronto Tempo’s approach to sponsorship is not merely about financial backing; it represents a cultural milestone for women’s sports in Canada. By fostering open dialogue around women’s health and aligning with brands that prioritise inclusivity, the Tempo is not only paving the way for future female athletes but also challenging long-standing societal norms. As the Tempo continues to build its identity in the WNBA, its success will resonate far beyond the basketball court, inspiring a new generation of women and girls to engage with sports, break barriers, and embrace their confidence.
