Additional support will come from Canadian broadcasters, influencers, athletes and Olympians, with women’s soccer player Janine Beckie and WNBA player Laeticia Amihere as official spokespersons.

“Women’s sports are advancing because of people in sports doing exactly this—choosing to fight for better,” Beckie said in a statement. “We can’t sit on the sidelines and hope for change. We need fans to join the movement: Buy merchandise, tune into games on TV, share opinions publicly, bring friends to events, call out sexism and hold humanity to a higher standard. There are so many great ways to get involved, but we need to keep raising the bar for visibility.”

‘It’s Happening‘

In a separate campaign from WNBA sponsor DoorDash Canada, the brand is dropping a short film called “It’s Happening” as “a love letter to the girls picking up a basketball for the first time and the women who never let it go as they pursued the sport.”

The home delivery service, working with director Vanesa Millado and creative agency No Fixed Address, filmed on- and off-court moments with the WNBA and Canadian youth leagues such as the Hoop Queens, Albany Avenue Basketball Association and Hoops for Her.

Inspiration for the film came after findings were released from the 2022 Canadian Women & Sport Rally Report, which found that 50% of girls in Canada quit sports before adolescence.

The video will air on the Jumbotron at Scotiabank Arena during this weekend’s pre-season game between the Chicago Sky and Minnesota Lynx, with DoorDash Canada hosting women’s teams from the University of Alberta and the University of Carlton in Ottawa for the event.

The effort is a continuation of DoorDash Canada’s commitment to women in sports, which includes a corporate partnership with Project 8 to help kick off a pro women’s soccer league in Canada in 2025.