WNBA Growth in Canada: How Toronto Tempo Is Creating New Opportunities for Brands
by McKenzie Dalgleish
Canada and Toronto are picking up the Tempo, presenting an emerging opportunity for brands to evaluate.
Since 2020, engagement levels with the WNBA have risen by 30% in Canada, while in Ontario engagement has grown by 38%.
It is not surprising that in May 2024 the WNBA announced it was officially expanding its footprint into Canada, with the Toronto Tempo ready to tipoff their inaugural season in spring 2026.
The interest of the league in Canada, and Ontario specifically, has grown at a consistent pace and provides an opportunity for brands to be part of this momentous movement in a rapidly growing area of female sports.
In total, over 6 million Canadians have engaged with the WNBA in the past 12 months, with a third of those doing so on a weekly basis. That is over 2 million people who are regularly seeking out content and information and provide brands an opportunity to intersect and join along this journey of following a new Canadian team to cheer and support. Have a look 👀
Canadians who engage with the WNBA offer a diverse audience, from ethnicity, to age, to gender, providing brands with ample opportunities to create an emotional connection from coast-to-coast-to-coast.
Source: SponsorPulse, Canada, 2025, Index vs overall WNBA Engaged Base
Of these highly tuned in fans, over half a million are primed to consider purchasing a product, brand or service if a brand were to sponsor with the WNBA, as well as think more favourable towards a brand that partners with the league.
When it comes to female sports, fans and audiences show a strong motivation to form an attachment with brands who show a commitment in helping grow the WNBA.
In addition, brands have an opportunity to work with Canadian WNBA players, to create a connection with names and faces that are recognizable and relatable to millions of fans across the country.
Looking at top purchase behaviours by those who engage with the WNBA, there are a variety of categories that cast a wide net for different brands to get involved when it comes to consideration and sponsor impact.
Source: SponsorPulse, Canada, 2025, Index to overall WNBA Engaged Base
Whether a fan is in the market for luxury items or electronics, a new vehicle, household foods, or reviewing personal finances, the WNBA offers brands an opportunity to get their message in front of these people.
As the season officially gets underway, the more the Tempo and WNBA will become front and centre, brands that get in at the ground level have an opportunity to gain the long-term brand loyalty that comes with attaching themselves to a growing team and league.
Whether you’re exploring a potential partnership with the Toronto Tempo or looking to measure and optimize your Year 1 sponsorship performance, SponsorPulse can help you navigate the opportunity with confidence. Contact us today.
