WNBA signs sponsors for Canadian game
By Derek Winkler
The Women’s National Basketball Association has signed 15 sponsors for its upcoming game in Toronto. The pre-season game, between the Chicago Sky and the Minnesota Lynx, will take place on May 13. This will be the first time a WNBA game has taken place in Canada.
Tangerine Bank has signed-on as the presenting sponsor of the game. It will collaborate with the league on the development of a television commercial highlighting the impact of the game on future female athletes, as well as a 3D installation of the WNBA logo, a clinic for 40 young female athletes and a contest that will give away tickets to the game.
Air Canada will conduct a national contest called “AC Fan Flight” which will encourage consumers to nominate a girls basketball team to win a trip to watch the game and participate in a basketball clinic.
Bell will also host a basketball clinic for Toronto girls between the ages of 10 and 12. It will also conduct a promotion on May 6 and 7 that will include games and prize giveaways.
Canada Goose will provide apparel to players from the two teams and collaborate with the league on a social media content series called “Style Your Fit.” Players from both teams will also appear at the chain’s store in the CF Toronto Eaton Centre shopping mall.
Canadian Tire and its subsidiary SportChek will develop a property to “celebrate female athletes” that will be accompanied by in-venue activities during the game.
DoorDash will bring the women’s university basketball teams from Carleton University and the University of Alberta to attend the game. It will also introduce a new national initiative in support of girls’ basketball and conduct a social media contest during the game.
Mastercard has signed-on as the presenting partner of WNBA Goods, a retail service that sells limited-edition WNBA merchandise developed by 10 women-led or owned Canadian small businesses.
Metrolinx will promote the game through transit advertising including train posters, digital signs at stations and newsletters.
Michelob Ultra will run an ad campaign leading up to the game that will depict the power fans have to increase the visibility of women’s sports.
Nike will host an event in the form of a discussion between basketball professionals on the subject of “empowering the next generation of Canadian female basketball athletes.” It will also offer merchandise to attendees.
The Ontario Lottery and Gaming Corporation will release a video about Emily Mandamin, the first person from the Iskatewizaagegan First Nation community to earn a basketball scholarship. It will also refurbish the court she played on in Kenora, ON.
Re/Max will conduct a promotion during the game featuring prize giveaways and in-venue branding.
Sun Life will host a basketball clinic run by WNBA and NBA instructors. It will also have brand exposure in the arena.
YouTube will pair a number of WNBA players with Canadian creators to produce a series of short videos. It will also host creator development sessions on brand building and business development, taught by WNBA personnel.
In addition, the 2023 WNBA Draft will air on TSN and NBA TV Canada on April 10.