Toronto Joins the WNBA: A Historic Milestone for Women’s Basketball in Canada
In 2026, Toronto will make sports history as it joins the Women’s National Basketball Association (WNBA) with a new team, poised to become the 14th franchise in the league and the first based outside the United States. This exciting development signifies a monumental moment for basketball in Canada, continuing the momentum established by the Toronto Raptors and enhancing the sport’s role in Canadian culture.
A New Era Under Leah McNab’s Leadership
Leah McNab, managing director of NBA Canada since 2019, is at the forefront of this transformation. Her recent promotion to head of international strategy and operations symbolizes the NBA’s commitment to growing basketball, particularly for women, across Canada. McNab has been instrumental in implementing innovative initiatives to build engagement and enthusiasm for the sport. One standout effort included the unveiling of a 12-foot statue signed by countless Torontonians, marking the historic first WNBA game in Canada last year.
Creating Pathways for Basketball Growth
The growth of women’s basketball in Canada is a challenging yet rewarding endeavor. McNab emphasizes the importance of facilitating elite games while simultaneously making basketball accessible at the grassroots level. Efforts to widen the reach of the sport include enabling local community access to facilities, thereby nurturing young talent and embedding basketball deeper into local cultures.
Insights from Leah McNab: Early Surprises and Community Engagement
In a candid conversation with Kaitlin Doherty, founder of The Local Collective, McNab reflected on the reception of basketball in a country traditionally dominated by hockey. She recalls her journey beginning in 2005, just as Canadian basketball players like Steve Nash were gaining prominence. The attention garnered during the Toronto Raptors’ 2019 championship run represented a watershed moment for basketball in Canada, as communities across the nation rallied to support their local teams.
“The 2019 postseason was an amazing ‘in’ for national brands and exposure, as the country was hooked,” McNab shared. This sense of national pride has been a catalyst for increasing participation across various demographics, showcasing how sport can unite communities.
The Importance of Grassroots Community Initiatives
Accessibility is a crucial element in sustaining the growth of basketball. McNab points out that the sport is inherently inclusive due to its low cost and minimal barriers. “Basketball is a child’s game, and we see many kids introduced to it at grade school. Our priority needs to be ensuring that not only elite players but every young aspiring athlete has access to courts,” she explained, advocating for opening school gyms to community members during off-hours.
Fostering National Inclusivity
A significant aspect of the NBA’s strategy includes reaching out beyond Toronto and engaging communities across the entire country. With a notable number of Canadian players making an impact in the NBA, McNab’s vision is to pave the way for future stars. “We aim to be the brand for Canada, not just Toronto,” she stated. The outreach initiatives, including events from coast to coast, create opportunities for fans to connect with the sport and contribute to a vibrant basketball culture.
Challenging Stereotypes in Women’s Sports
When discussing the importance of visibility for women’s sports, McNab highlighted a crucial turning point in her perspective. A conversation with her son, who had never seen a women’s league, inspired her to push for the Toronto WNBA team. “The reality is, a lot of young boys need to see these games to understand the sport’s diversity and what women athletes can achieve,” she noted.
McNab mentioned that the majority of the WNBA audience in Canada is male, indicating that engaging boys in women’s sports can foster a more inclusive mindset. The success and sellouts of the inaugural WNBA Canada Games further illustrate the appetite for women’s basketball.
Brand Engagement in the Sports Landscape
As popularity grows, brands are increasingly looking for partnerships in the sports sector. McNab encourages companies to dig deep into authentic connections with basketball culture and community values. She cites Subway’s collaboration with NBA players as an example of how brands can create meaningful connections that resonate authentically with fans.
Authenticity as a Key to Success in Sports Marketing
“Authenticity is paramount,” McNab explained, reflecting on how diverse brands can engage with sports. She shared the story of RE/MAX using beloved player Kyle Lowry in creative marketing campaigns, emphasizing the emotional connections that sports can evoke. By showing how relatable and engaging the sport can be, brands can stand out in a crowded market.
Advancing the Ecosystem of Basketball in Canada
Looking ahead, McNab perceives a promising future for basketball in Canada, bolstered by the addition of a WNBA team. She anticipates a strengthening of the entire basketball ecosystem—from increased opportunities for officials and trainers to enhanced community programs.
As basketball continues to flourish across demographics in Canada, the inclusiveness of the sport will remain a vital focus. McNab expressed her enthusiasm for the trajectory of women’s basketball, stating, “When it comes to basketball, everyone is welcome.”
