Coors Light Canada recently became the first Official Beer of the Toronto Tempo, Canada's inaugural WNBA team, and created the Coors Light Tall Girl to celebrate. This 473ml beer can, commonly sold in basketball arenas, is known as a Tall Boy, and this limited-edition, renamed version extends support to women's basketball.
The Coors Light Tall Girl can will be available for sale for a limited time on July 5th and 8th at the Toronto Tempo games held at the team's home arena, Coca-Cola Coliseum. Throughout the remainder of the season, fans can enjoy domestic draught and cans of Coors Light at the Coca-Cola Coliseum and keep their eyes peeled for ticket giveaways on Coors Light's social media channels.
To open up opportunities for the next generation of women athletes to participate in sports, Molson Coors donated $10,000 to the Tempo Basketball Foundation.
What Makes This Trend Stand Out
- Gender-inclusive Packaging
- Limited-edition naming shifts everyday product formats into cultural statements, creating space for legacy brands to modernize identity through representation.
- Women's Sports Sponsorship
- Rising fan engagement around women’s leagues is opening premium sponsorship inventory where alcohol, beverage, and lifestyle brands can build early category leadership.
- Arena-exclusive Drops
- Event-only product releases turn game attendance into a collectible retail moment, blending scarcity, fandom, and social amplification.
Sectors Adopting This
- Alcoholic Beverages
- Beer makers are finding differentiation in purpose-linked packaging and team partnerships that refresh mature categories without changing the core product.
- Professional Sports
- New women’s franchises create commercial platforms where naming rights, concessions, and foundation partnerships can be redesigned around inclusive fan communities.
- Experiential Marketing
- Branded in-venue activations tied to limited availability convert sponsorship visibility into participatory experiences that travel beyond the arena through social content.
