Building a Brand with Integrity: How the Toronto Tempo’s Lisa Ferkul Aligns Partnerships with Purpose

Build an authentic brand from the ground up

Unlike many sports franchises, the Tempo’s brand wasn’t created in a boardroom. Instead, the team invited fans to help shape its identity.

“It wasn’t a bunch of executives or agency creatives picking out a name,” Ferkul explains. “We actually solicited feedback from fans across not just Canada, but the world. Over 90 countries submitted ideas, from names to colours to mascots. The name ‘Tempo’ really captured who we are—a rhythm, a movement, something dynamic and alive.”

That spirit of collaboration and inclusivity, she says, is baked into everything the team does. “Right from the get-go, we demonstrated our brand voice by being inclusive and intentional about how we show up.”

Have a purpose-driven philosophy

For Ferkul, ensuring alignment between the Tempo’s brand and its partners starts with shared purpose. “We want to work with brands that share our values: integrity, honesty, consistency,” she says. “We’re not just looking for logos on a court. We’re looking for partners who show up the same way we do—with intention and authenticity.”

She describes the Tempo’s sponsorship strategy as being built on four key pillars:

• National reach – “We’re a truly national franchise,” Ferkul says. “Unlike most teams that are limited to provincial territories, we have national marketing rights. That means we can connect with Canadians coast-to= coast-to-coast.”
• Fewer, bigger, better – “I don’t want to be in a sea of logos,” she explains. “We want meaningful partnerships that go deep, not wide.”
• Ambition – “We’re bold—on the court and in our communications. We want to make playoffs in year one.”
• Values alignment – “This is the most important. We partner with brands that reflect who we are. That’s non-negotiable.”

For small-business owners, Ferkul’s approach is a reminder that brand partnerships are not just about exposure—they’re about a shared identity. The best relationships amplify both brands’ values and tell a cohesive story.

Balance business goals and brand integrity

The Tempo is a startup sports franchise in an established league, and Ferkul admits there’s constant tension between revenue targets and moral clarity. “We’re fortunate—we’ve had inbound interest from over 150 brands who want to sponsor the Tempo,” she says. “But not all of them are the right fit.”

 “I’m constantly balancing my business head with my values head,” she admits. “Is it okay to put that brand on the court and associate it with a women’s professional basketball team? I struggle with that.”

Ferkul’s approach is to pause and assess long-term alignment and relationships. “Everything we do is rooted in purpose and impact. Today’s solution can easily become tomorrow’s problem if you’re not looking at the future state,” she cautions. “Your brand will always be associated with the choices you make, so do your due diligence.”

It’s a lesson many entrepreneurs can relate to: just because a partnership makes financial sense doesn’t mean it’s the right fit for your brand.

Lead with personal authenticity

If there’s one word that defines Ferkul’s leadership philosophy, it’s authenticity. “My brand voice is authentic. I’m unapologetically myself,” she says. “Early in my career, I tried to be what I thought I was supposed to be—super corporate, rigid, and stiff. But the more confidence I gained, the more I realized how important it is to just be yourself.”

Trying to fit a certain persona is a trap that many women in the corporate world fall into. But, as Ferkul says, authenticity not only builds trust but also attracts the right partners. “People can sense when you’re genuine,” Ferkul says. “Authenticity creates loyalty, whether it’s fans, sponsors, or team members.”

She tells her team that alignment doesn’t happen by accident. “Expectations without agreements are just expectations,” she says, recalling advice she received from a mentor. “It’s not enough to assume everyone shares your values. You need explicit agreement on what you stand for.”

Lessons for small-business owners

Ferkul’s experience at the Tempo offers powerful insights for small-business owners who are building their own brands or seeking partnerships:

• Know who you are. Your brand values should drive every decision, from marketing to partnerships.
• Choose partners wisely. The wrong alignment can hurt your credibility—even if it boosts your bottom line.
• Think long-term. Every collaboration should support where you want your brand to be in five years, not just next quarter.
• Be authentic. Your voice, your story, and your values are your most valuable assets. Protect them.

As the Toronto Tempo prepares for its debut season in 2026, Ferkul remains focused on building a brand that stands for more than just basketball. “We’re ambitious, but we’re also intentional,” she says. “We want to capture hearts and minds—not just of fans in Toronto, but across Canada. And we want to do it with partners who believe in what we believe.”

For Canadian business owners, her message is clear: great brands grow from great values. And when those values align, success follows naturally, in business, in sport, and in life.