Repositioning a Partnership for the
Next Stage of Growth

Challenge

Raptors relationship with Drake needed a refresh. The scale of Drake had become far greater than the scale of the original deal.

Solution

We shifted from a traditional celebrity endorsement to one of the most innovative and multifaceted partnerships that included naming rights of practice facility, co-created content, first of its kind co-branded practice jersey, a co-branded community platform called ‘Welcome Toronto,’ custom jerseys, and exclusive retail with OVO.

Results

40% increase in ticketing revenue from Welcome Toronto nights.

$1M in new sponsorship revenue from Welcome Toronto IP.

$3M in retail sales from Raptors x OVO merchandise.

10,000 new app downloads generated from pre-sale of merchandise.

$1M invested back into local community through ten Raptors x OVO court refurbishments across the city.