As Canada’s first WNBA team prepares to make its debut later this year, the process of narrowing down thousands of name submissions has been both exciting and challenging.
Our latest episode of Bringing Home the W — which features interviews with people involved in the process — shares some new details and a behind-the-scenes look at how the naming journey has been unfolding and categories of names that are being considered, as well as why some didn’t make the cut.
Categories and cutting room floor
To streamline the selection, names that were submitted were grouped into different categories or “buckets.” Here are just some of the categories and names discussed, plus the reasoning behind why certain ones might not advance:
- Existing Team Names: Some submissions, like Rockets, Trailblazers or Flames, were contenders but are already tied to existing professional teams. The challenge is finding a name that is unique to Toronto’s WNBA team while avoiding legal conflicts.
- Animals and Creatures: Submissions inspired by animals—ranging from birds of prey to raccoons—were popular. However, while animals like raccoons are part of Toronto’s landscape, they didn’t quite resonate as symbols of a professional team ready to dominate on the court.
- Pop Culture and Icons: Names reflecting pop culture, like Queen Bees and Swifts, were both fun and empowering. But the creative team is looking for something timeless, rather than something that might be tied to a moment or personality, ensuring the name would endure for generations.
- Forces of Nature: Names linked to natural phenomena like storms, wildfires, and hurricanes evoked power and unpredictability. However, the association with real-world disasters made this category tricky. The team wants to make sure the name conveyed strength without negative connotations.
- Mythology: Submissions featuring gods and legends from Greek, Norse, and Indigenous mythology were fascinating and inspiring. However, many of these names were either too complex or lacked the universal appeal needed for a simple, impactful team identity.
- The Cosmos: Names tied to space, like Polaris and Aurora, drew on the vastness of Canada’s open skies and northern identity. While these ideas were beautiful and full of meaning, many were already claimed by other teams or simply didn’t land with the same intensity as other options. With some of them, there’s also the issue of being easy to spell.
Finding the right balance
The process of choosing a name goes beyond creativity. Each option needs to check key boxes such as, can fans pronounce it easily? Can it inspire pride and be chanted during games? Will it stand out in the sports landscape? These are just some of the questions the team weighs while narrowing down the list.
Additionally, each name had to evoke a sense of belonging, not just for Toronto but for fans across Canada. This isn’t just Toronto’s WNBA team—it’s the nation’s. The goal was to select a name that feels connected to Canadian culture and values, while also being distinctive on the global stage.
Again, listen to our latest podcast episode to hear the nitty-gritty details about some of the submitted names and trends. There are plenty of insights into the thought process of why some specific names had to be cut.
So what’s next in the journey?
The team is now entering the final stages of the naming process, where legal checks and trademark approvals are underway for a final few names. Meanwhile, the design team — which includes multiple hires from our call for designers — is beginning to develop visual concepts and “universes” for the shortlisted names, focusing on creating a brand identity that fans will be proud to support. We’re excited to share more of what we’re working on with you.
Although the final name hasn’t been revealed yet, one thing is clear: WNBA Toronto is set to make its mark in 2026, backed by a name that carries the values of a nation and the energy of a championship-calibre team.
