"Signed, Toronto" WNBA Logo Sculpture
The 6th Annual Awards
- Best Brand Experience or Activation
ABOUT THIS ENTRY
In 2023 the NBA in Toronto hosted the first-ever WNBA game in Canada. On the same day they went on-sale, tickets for the WNBA Canada Game presented by Tangerine officially sold out; in order to engage fans in and outside of the arena on gameday, the NBA in Canada, WNBA and Tangerine brought a 12' tall, three-dimensional WNBA logo to life. This sculpture served as a powerful and strong symbol of the strength of women's professional sports, and celebrated the historic 'first' for the WNBA in Canada.
How does this represent “Excellence in Engagement”?
The WNBA Canada Game presented by Tangerine set new benchmarks for women’s professional sports, corporate support of women’s sports, energized a new fanbase and collectively raised the profile of the WNBA in Canada.
While the momentum for women’s sports has been growing, the attention beyond the court and specifically around the ’Signed, Toronto’ sculpture served as tangible proof that the WNBA fan base is growing, and thriving, on an international scale.
Larger-than-life activations naturally capture attention, but true magic happens when the call to action reaches far beyond a league’s mission or a brand’s impact; this moment inspired girls to dream big, celebrated and honoured the WNBA’s athletes and the women who came before them, and ultimately, planted a stake in the ground for fans of women’s professional sports.
Objective
Three years ago, Tangerine Bank became the WNBA’s first foundational partner in Canada, laying the groundwork for future league partnerships and amplifying the league’s communications and marketing efforts across the country. Following the announcement that season, average regular season viewership grew 129% YoY and WNBA merchandise sales (NBAStore.ca) were up 45% YoY in 2021—indicators of a growing interest. Last year, Tangerine’s unwavering support of the WNBA in Canada culminated in their presenting partnership of the first WNBA Game in Canada.
Fan and media reaction to the announcement was overwhelmingly positive, as tickets for the WNBA Canada Game presented by Tangerine sold out the same day they went on sale. With unprecedented demand for tickets, the league wanted to create a space for fans to engage with the WNBA beyond game day - serving as a hub for fans—in addition to creating a unique and memorable backdrop for media when access to venues during the MLB and NHL season was limited.
Strategy & Execution
The WNBA, NBA Canada and agency The Local Collective teamed up to construct a 12-foot-tall, larger-than-life WNBA logo sculpture to mark the first WNBA game in Canada. The sculpture, titled “Signed, Toronto”, travelled to different locations around downtown Toronto in the lead-up to the sold-out game. At 12’ tall (recognizing the 12 WNBA teams), and constructed out of fibreglass, wood and steel, the structure weighed approx. 2,000 lbs. and took a team of six to move.
Fans of all ages were encouraged to mark this historic moment in time by adding their signatures to the sculpture, constructed and managed by The Local Collective. Fans who signed it left with a collectible WNBA Sharpie. While onsite, fans could win tickets to the sold-out game through daily giveaways courtesy of Tangerine.
The sculpture was leveraged for content and earned media opportunities; both the entire Chicago Sky and Minnesota Lynx teams visited the site to sign & take team photos, and WNBA Commissioner Cathy Engelbert was one of the first to sign the sculpture. Female WNBA executives and fans were interviewed in front of the sculpture, acting as an authentic and localized backdrop for both local and national media outlets.
Organizations
- NBA Canada
- WNBA
- Tangerine Bank
Links
Credits
Ashton Lawrence
Communications
NBA Canada
Daniel Freiman
Marketing & Fan Engagement
National Basketball Association
Kaitlin Doherty
Founder, President
The Local Collective
Matt Litzinger
Founder, Chief Creative Officer
The Local Collective
Jordan Nelson
Digital & Social Content
National Basketball Association
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
