The Toronto Tempo, Canada’s first WNBA franchise, has made a strong impression in its inaugural season, not just through gameplay but also with strategic partnerships that challenge stereotypes and promote visibility for women in sports. With 17 sponsors already on board, the Tempo is leveraging a unique opportunity to reshape the narrative around women’s sports and the products that support them, showcasing a refreshing approach to sponsorship that highlights inclusivity and empowerment.
Corporate Activations Reflect Changing Norms
Gone are the days when discussions surrounding periods and related products were taboo. At Tempo games, the Tampax logo is prominently displayed on players’ warm-up attire, and even the team’s locker room is adorned with Tampax boxes as part of a photo montage on social media. This visibility signifies a cultural shift, signalling that women’s health and well-being can be openly discussed and supported.
Chelsey Harshman, Senior Director for North America at Tampax, expressed enthusiasm about partnering with the Tempo, stating, “We’re ready to move with the Tempo into this new era where brands and athletes can openly talk about women’s needs.” The collaboration doesn’t stop at visibility; Tampax will also engage in community youth programming alongside the Tempo, demonstrating a commitment to fostering confidence in young athletes.
A Surge of Interest from Sponsors
The Tempo’s rapid rise in sponsorship interest is remarkable. Lisa Ferkul, the team’s Chief Revenue Officer, revealed that brands began reaching out even before the team officially formed in August 2023. “We are on a rocket ship that is the WNBA,” she stated, highlighting the league’s impressive growth and the strategic advantage it provides to new franchises like the Tempo.
Allison Litzinger, Senior Vice-President of Marketing for Sephora Canada, was among the first to seize the opportunity, becoming the team’s founding sponsor. Sephora’s partnership focuses on themes of inclusion and diversity, with their branding featured prominently throughout the arena. The beauty retailer has even created a designated space for players to prepare for media appearances, further integrating their brand into the team’s identity.
Creative Collaborations and Community Engagement
The Tempo’s partnerships extend beyond traditional sponsorships, embracing innovative collaborations that resonate with fans. For instance, the Canadian clothing brand Reitmans has not only sponsored the team’s dance squad but has also designed custom uniforms that reflect the brand’s commitment to empowering women. Isabelle Bonin, Vice-President of Marketing for Reitmans, noted, “Inaugural seasons set the tone – they’re when culture forms and attention is at its highest.”
Additionally, unexpected partnerships have also surfaced, like the collaboration with Johnsonville, which aims to engage “girl dads” during Father’s Day campaigns. The Tempo even partnered with Lego to announce their game schedule via a playful animated video, demonstrating their commitment to creativity and community involvement.
Building an Inclusive Brand Identity
As the Tempo forges ahead, the team’s philosophy of “fewer, bigger, better” partnerships is paramount. Ferkul emphasises the importance of aligning with brands that share the team’s values, ensuring that every partnership enhances the Tempo’s identity rather than dilutes it. With sponsors like CIBC, FanDuel, and GoodLife Fitness, the Tempo is establishing itself as a formidable presence in Canadian women’s sports.
Research conducted by Canadian Women in Sport in 2024 has shown that fans of women’s sports are more likely to engage with brands that support their favourite teams. This insight has proven invaluable for the Tempo, as Ferkul points out, “At the end of the day, they are also accountable to driving business for their brands.” The Tempo’s unique position as “Canada’s team” allows sponsors to reach an audience that extends beyond traditional marketing boundaries.
Why it Matters
The Toronto Tempo’s inaugural season is not just about basketball; it is a pivotal moment for women’s sports in Canada. By breaking down barriers and initiating open conversations about women’s health and empowerment, the Tempo is setting a new standard for how teams engage with sponsors and their communities. These efforts not only promote greater visibility for female athletes but also inspire future generations to participate in sports without the constraints of outdated stereotypes. The Tempo’s approach may very well redefine the landscape of women’s sports sponsorship in Canada, paving the way for a more inclusive and supportive environment.