The Toronto Tempo, Canada’s inaugural WNBA team, made a bold statement during their opening game, not just on the court but also in their approach to sponsorship and brand partnerships. With a unique lineup of corporate sponsors, including Tampax and Sephora, the Tempo is redefining how brands engage with women’s sports, emphasising inclusivity and breaking taboos around women’s health.
A Fresh Approach to Sponsorship
Gone are the days when discussions surrounding women’s health products were shrouded in embarrassment. At Tempo games, the Tampax logo proudly adorns players’ warm-up shirts and is visible throughout the Coca-Cola Coliseum, signifying a new era where brands can openly support women’s needs. Chelsey Harshman, the senior director for North America at Tampax, expressed the importance of this partnership: “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.”
With 17 partnerships established before the season’s first tip-off, the Tempo is attracting sponsors from a diverse range of industries eager to align themselves with the burgeoning momentum behind the WNBA. Lisa Ferkul, the Tempo’s chief revenue officer, highlighted the unique position the team occupies within the sports landscape, as it joins a league that is celebrating its 30th anniversary and is experiencing unprecedented growth.
Diverse Partnerships Fuel Tempo’s Vision
The Tempo’s partnership with Sephora reflects a commitment to inclusion, diversity, and belonging. The beauty retailer became the team’s founding sponsor, ensuring its branding is prominently featured on jerseys and throughout the arena. Sephora’s involvement extends beyond mere branding; it also provides a “glam space” for players on media days and engages in community initiatives, further enhancing its connection with fans.
Ferkul notes that the interest from sponsors has been overwhelming since the team was awarded its franchise in August 2024. The Tempo’s proactive approach to building partnerships has attracted brands such as Reitmans, which is celebrating its centenary. The clothing brand is not only the presenting sponsor of the Tempo’s dance team but has also designed custom uniforms for the dancers, connecting with a new generation of women in a modern and relevant way.
Creative Collaborations and Community Engagement
In an innovative twist, the Tempo collaborated with Lego to announce their schedule through an animated video. This creative approach captures the team’s spirit and engages younger fans. Other sponsors, such as Johnsonville, are keen to tap into the emerging culture of women’s professional sports in Canada, with marketing campaigns celebrating themes like “girl dads.”
The Tempo’s partnerships are carefully structured to maintain exclusivity, ensuring that each sponsor holds a significant place in the team’s branding strategy. Ferkul emphasises a “fewer, bigger, better” philosophy, aiming to avoid diluting the brand’s value while ensuring each partner aligns with the Tempo’s core values.
Engaging Fans and Driving Business
Research by Canadian Women in Sport indicates that fans of women’s sports are more inclined to notice and engage with brands that support their favourite teams. This insight is invaluable for sponsors, as Ferkul explains: “Because at the end of the day, they are also accountable to driving business for their brands.” The Tempo’s unique positioning as “Canada’s team” allows sponsors to broaden their marketing reach beyond traditional boundaries.
The Tempo’s inaugural game against the Washington Mystics highlighted the excitement surrounding the team. Despite a narrow 68-65 defeat, the event showcased the growing interest in women’s basketball and the potential for the Tempo to become a cornerstone of Canadian sports culture.
Why it Matters
The Toronto Tempo’s launch signifies a transformative moment in women’s sports, not only in Canada but globally. By embracing a progressive approach to sponsorship, the Tempo sets a precedent for how brands can engage with women’s athletics. This shift towards open dialogue and inclusivity is crucial for promoting confidence among female athletes and fans alike. As the Tempo embarks on this journey, they are not merely creating a basketball team; they are fostering a cultural movement that champions women’s rights and representation, ensuring that the voices of female athletes are heard and celebrated.
