Lilly Singh Joins Toronto Tempo: A Sponsorship Game-Changer

What happens when a global superstar joins forces with a brand-new sports franchise? Mark Harrison, Founder of SponsorshipX, recently weighed in on this question during his regular business column on CBC’s Metro Morning, focusing on Lilly Singh’s exciting new role as part-owner and Chief Hype Officer of the Toronto Tempo.

Harrison emphasized the unique value A-list celebrities like Singh bring to sports teams, going far beyond mere endorsement deals. “It’s about building cultural relevance around the team itself,” Harrison explained. “Owning a women’s team is now a public statement about values, not just an investment.”

But why Lilly Singh? Harrison noted that Singh’s authenticity and deep connection to Toronto make her an ideal fit. “One of the words I hate in marketing is ‘authentic,’ but with Lilly, you are talking authentic,” he said. “She’s been doing this for 15 years; she’s not a flash in the pan, and she has taken her talents worldwide.”

Harrison likened Singh’s role to Drake’s with the Raptors, highlighting her potential to build momentum, excitement, and awareness for the Tempo, especially in these early stages. He also pointed out the growing trend of celebrities investing in women’s sports, seeing it as a long-term play in branding, content, and purpose.

To hear more of Mark’s insights on Lilly Singh, the Toronto Tempo, and the evolving landscape of celebrity involvement in sports, listen to the whole segment on CBC. You won’t want to miss it!