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Impact of Outdoor Advertising Campaigns

This past weekend, the WNBA made its way to Canada with an exciting game that drew more than a dozen sponsors, including new partners like Ace Liquor, Amex, and Gatorade.

The 2024 WNBA Canada Game, presented by Tangerine, featured the Los Angeles Sparks defeating the Seattle Storm 84-79 in front of a sold-out crowd at Rogers Place in Edmonton.

Growth of Outdoor Advertising

The match-up between the Los Angeles Sparks and Seattle Storm marked the league's second visit to Canada. Returning sponsors such as Tangerine, Air Canada, Bell, Canadian Tire, DoorDash, Peace Collective, and Sun Life were joined this year by Ace Liquor, Amex, Gatorade, Maybelline New York, Roots, and Subway.

For this year's event, Tangerine created memorable experiences across Edmonton, including "Ball Drops" where fans could win prizes, and projected WNBA logos in prominent locations throughout the city to visually represent the growth of basketball in Canada.

Creative Activations

Ace Liquor promoted the match-up on social platforms and offered fans the chance to win instant prizes with interactive games set up at Rogers Place. Air Canada flew the U-17 girls' basketball team from Calgary to Edmonton on a WNBA Fan Flight and also provided a 12% discount on all flights to and from Edmonton.

Amex celebrated female entrepreneurs with its WNBA Goods presented by Amex retail platform, which sold WNBA-themed merchandise from women-owned businesses. Bell, DoorDash, Subway, and Sun Life will each host basketball clinics for different groups, led by the WNBA.

This event not only strengthens the WNBA's presence in Canada but also showcases the effectiveness of billboard advertising campaigns and outdoor advertising in engaging local audiences in a meaningful way.