Sephora Canada announces partnership with Canada's first WNBA team: Everything you need to know

Sephora Canada will partner with the country's first Women's National Basketball Association team, Toronto Tempo. According to a January 2025 report, Sephora becomes a founding partner and the official beauty partner for the Toronto Tempo. The increasing synergy between sports and other sectors is a good reflection of moving toward inclusiveness and community-minded initiatives.

As the Tempo building approaches its first year in 2026, the jerseys for the team will be worn with the name of the brand, Sephora, and much more out of the playing court. The deal signals progress for women's sports in Canada as athletic competition gets married to more community outreach.

Here is everything you need to know about this trailblazing deal and what it means for sport, beauty, and broader communities in Canada.

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Sephora’s role in the partnership goes beyond branding

Not about a logo being shown on Toronto Tempo jerseys. Rather, there will be various campaigns and programs around the idea of inclusivity and community engagement as part of its participation in the league with Sephora Canada.

There are plans to engage through retail activations, social media initiatives, and in-arena events for a deeper reach toward fans to increase the tempo.

Community-based programs will also be part of this partnership, where Sephora would be seen as an advocate for diversity and the celebration of individuality. This beauty retailer is going to leverage its platform to engage directly with basketball fans and promote a shared vision of inclusivity that would resonate with the values of the WNBA.

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The Toronto Tempo is Canada’s first WNBA franchise

The Toronto Tempo will become the WNBA's 14th team and its first outside the United States. The Kilmer Sports Ventures-owned team is led by Larry Tanenbaum and marks a major milestone in Canadian sports. It will start playing its home games at Toronto's Coca-Cola Coliseum in 2026.

This growth is a testament to the rising tide of interest in women's basketball around the world especially in Canada. It suggests that the league has an intention to expand its reach while opening doors for Canadian athletes to succeed at the international level.

The launch of Tempo also represents a higher investment into women's sports, boding well for the future of female athletes in the country.

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The partnership highlights a broader trend in sports and beauty

The partnership between Sephora and Tempo represents a new trend of beauty brands associating with sports organizations. It is beyond a simple sponsorship where industries collaborate to promote values such as diversity and inclusivity.

For Sephora, the partnership with Tempo is an opportunity to celebrate individuality in the context of sports. In addition, this will enhance the message that beauty can come in many different forms, as women's basketball is a great example of an inclusive sport.

This will pave the way for other brands to invest in women's sports and amplify their cultural and societal impact.

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A partnership rooted in shared values and future aspirations

For the first time, a partnership comes out for Sephora Canada-Toronto and Tempo that shows two like-minded organizations that have joined together for common interests: diversity, empowering women, and involvement in the community.

As the very first season gets set to launch in 2026, the partnership could bring to life fans and give them a precedent of how brands can help meaningfully for women's sports. In a statement, Sephora Canada's SVP of Marketing, Allison Litzinger said:

“Women’s basketball embraces the unique identities of athletes who bring their full selves to the game, on and off the court. By celebrating the Beauty of Sport and the inspiring women who fuel it, we’ll show Canadians that we all belong to something beautiful.”

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