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TORONTO. Teresa Resch, President, Tempo Basketball Club (r) introduces Monica Wright Rogers (l) as GM, Toronto Tempo. (R.J.Johnston/Toronto Star) R.J. Johnston/Toronto Star (R.J. Johnston/Toronto Star via Getty Images)
Toronto Star via Getty Images
The line to get into the Toronto Tempo’s live fan event at the city’s open-air marketplace, STACKT, wrapped around the block. Inside, the air buzzed with anticipation — local DJs kept the energy high, pop-up merch stations were mobbed, and every corner seemed to hold a fan snapping selfies in fresh burgundy-and-blue gear. It wasn’t just a team unveiling; it was a statement that the WNBA’s first Canadian franchise had arrived with the swagger of a city that knows basketball.
For the team’s president, Teresa Resch, the goal is to channel that launch-day energy into a nationwide following. “We’re Canada’s team,” she tells me. “From coast to coast, we want every basketball fan in this country to see themselves in us.” That ambition is about more than selling tickets. It’s a play for brand loyalty, cultural connection, and the kind of global audience expansion that can redefine the WNBA’s business model.
And it’s a move the league’s partners are watching closely. Stephanie Marciano, who leads sports marketing for Ally, says international growth is an opportunity to grow the pie for everyone. The digital-first bank was named as one of the key sponsors of this year’s WNBA All-Star Weekend and recently signed a multiyear deal to become the league’s new official retail bank, among other partnership thrusts.
WNBA star, Syd Colson, poses with fan all Ally activation
Andre Brimmer, Ceo of Ally
“The globalization of the game is a great next step,” she tells me. “Even U.S.-based fans will tune in.” For Ally, which has staked its brand on a 50-50 media equity pledge between men’s and women’s sports, moments like Toronto’s franchise launch are proof that the business of women’s basketball is not just viable—it’s ascendant.
The Business Case for Expansion
Toronto’s inclusion in the WNBA marks the league’s first step across borders — a milestone that expands its media footprint, opens doors to cross-border sponsorships, and attracts an entirely new demographic of fans. The move comes at a time when the WNBA is experiencing unprecedented momentum: record-breaking viewership, sold-out arenas, and corporate partners eager to tap into women’s sports’ growing cultural relevance.
Resch says the Tempo is leaning into this moment by positioning itself as a national brand from day one. “It’s not just about Toronto,” she explains. “We’re building a team that reflects the diversity and passion of Canada. That means engaging with communities in Vancouver, Halifax, and everywhere in between.”
Part of that strategy includes a talent pipeline that promotes from within. Resch emphasized the importance of elevating young millennial senior managers into director roles — a move she believes fosters innovation and ensures leadership reflects the team’s ambitious goals. “We’re not just building a roster of athletes; we’re building an organization that’s prepared to grow with the league,” she says.
The ROI on Women’s Sports
The business returns are becoming increasingly clear. A 2024 Nielsen study found that women’s sports sponsorships generate, on average, a 20% higher return on investment compared to men’s sports due to higher engagement rates, brand loyalty, and less market saturation. In the WNBA’s case, last season’s Finals drew an average of 728,000 viewers per game — the most in over two decades — and social media engagement for league content has surged year over year.
Marciano says Ally’s internal data supports the trend. “We’ve proven the business case for this work,” she says. “You’ll see the love from the fans and returns for your brand and business. That’s a huge win for everyone involved.”
Ainka Jess, founder of She’s4Sports, a platform dedicated to amplifying women’s voices in sports media, says Toronto’s WNBA team has the potential to activate an entirely new generation of fans and professionals.
“Millennials in Canada have grown up in a more inclusive sports culture,” Jess says. “The Tempo’s arrival gives them another pathway — whether as athletes, executives, or creatives — to be part of the business of sports.”
Since launching She’s4Sports in 2016, Jess has worked with leagues, athletes, and brands to address the lack of coverage for women’s sports, particularly for BIPOC voices. She believes the Tempo’s positioning as “Canada’s team” could have ripple effects well beyond Toronto. “It’s not just a basketball story,” she adds. “It’s a workplace story, a representation story, an access story, and a business growth story.”
That access, Jess notes, is also reshaping how younger audiences interact with the league. “The WNBA has become the culture,” she says. “Its players are trendsetters—they’re authentic, they stand for inclusion, and they engage with fans in ways that feel personal. That’s what draws younger millennials and Gen Z in. They’re not just following the game; they’re following the people.”
She points to the Tempo’s launch as a prime opportunity to extend that connection across Canada. “Toronto is already a sports city, but the Tempo can be Canada’s team,” she says. “From Vancouver to Halifax, fans will travel, buy merch, and build traditions around women’s basketball. That’s good for the league, for the city, and for every millennial professional who wants to break into the business side of sports.”
What’s Next for Toronto and the League
For the Tempo, the challenge now is sustaining the excitement beyond the launch. Resch points to long-term community engagement, youth basketball development, and consistent brand storytelling as critical pieces of the puzzle. “Our goal is to be part of the Canadian sports conversation year-round, not just during the season,” she says.
From Ally’s perspective, the next few years will be about amplifying the WNBA’s reach through stronger media partnerships, continued fan access initiatives, and encouraging other brands to join the space. “We want to make it easier to be a women’s sports fan,” Marciano says. “That’s about more access, more engagement opportunities, and bringing players closer to fans.”
With the WNBA planting its flag in Toronto, the league isn’t just breaking new geographic ground — it’s proving that women’s sports can command the same scale, investment, and cultural relevance as any major men’s league. And for fans lining up outside 28 Bathurst Street, that future is already here.
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