Canadians are being asked to help determine the name, logo and mascot for the country’s first WNBA team in what is being called “the most inclusive and participatory process in sports history.”

To facilitate idea submissions, the new team, which will be owned and operated by Kilmer Sports Ventures, has launched NameYourTeam.ca. Despite its name, the site is meant to be more than a repository of team name suggestions. According to a statement, “the team is looking for everything from colour recommendations to personal anecdotes to sounds and pictures – anything that encapsulates what Canadians want this team to stand for.”

In addition to the website (which is first step in an open brand development process), Canadians are also asked to text WNBA to 1-833-662-3664. The call-for-inspiration ends August 28.

After a group of designers and advisors have reviewed all the input from the public, they will develop a shortlist. The team will evaluate potential names and brand ideas – including consultation with a community council, partners, as well as team and league leadership. After which, the shortlist will be legally vetted before a final selection of names is announced via the team’s blog and social channels.

According to the statement, the team expects the entire process to be complete before the end of 2024. The new team will play in the 2026 season.

“From the moment this franchise was announced, we’ve promised that this will be Canada’s team,” explains WNBA Toronto Team President Teresa Resch. “That commitment starts today, by inviting every Canadian into the process of shaping our new name and logo.”

“We know that we’re not just creating a brand,” adds Resch, “we’re building a community.”