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DoorDash releases a rallying cry for girls in sports

By Josh Kolm
May 12, 2023

DoorDash is showing why the WNBA’s first game in Canada is a big deal for keeping a love for basketball alive in young girls across the country.

Developed with creative agency No Fixed Address, the spot is based on the fact that, despite the growing popularity of basketball among young girls, roughly half quit playing sports before they reach adolescence, according to last year’s Canadian Women & Sport Rally Report.

To combat this, girls need to see a future in sports, so “It’s Happening” shows how basketball is being played at all levels, from basketball hoops in the street to community programs to the WNBA. In addition to praising girls who are picking up a basketball for the first time and those “that never stopped,” it carries a simple message: to keep girls interested in sports, all you need to do is watch.

“As a woman and parent to young girls, this campaign’s intentions are powerful,” says Alexis Bronstorph, CCO at No Fixed Address. “DoorDash Canada is leading the charge toward a more equitable and visible future for women athletes, and finding solutions to keep more young Canadian girls interested in playing sports as they age is an ambition we will always jump at the chance to be part of.”

“It’s Happening” will debut during Saturday’s WNBA Canada Game between the Chicago Sky and Minnesota Lynx at the Scotiabank Arena in Toronto. Reflecting the growing popularity of the WNBA both globally and in Canada, tickets for the game sold out within hours of going on sale.

DoorDash has been a WNBA partner since 2020, and it extended its sponsorship north of the border to join the big roster of brands sponsoring Saturday’s game. The basketball teams from the University of Alberta and Carlton University will also be attending the game as the brand’s guests.

Supporting women and girls in sports has been a sponsorship pillar for DoorDash. Outside of supporting the WNBA, DoorDash announced last month that it would be one of the founding corporate sponsors for Project 8, a Canadian women’s professional soccer league set to launch in 2025.