We The North

This case study details a campaign by the Toronto Raptors, the Canadian basketball team, to connect meaningfully with audiences.

We The North

Sid LeeMaple Leaf Sports & Entertainment - Toronto Raptors

Situation analysis

Overall assessment

A sports team connected to a city in name alone

The Toronto Raptors is Canada's only team in the NBA, but after nineteen years of play the team hadn't become a fixture in national culture like our hockey teams. We were never a highlight in Canadian sports news – our stories were given dry and technical headlines – and we were always relegated by hardcore NBA fans to the fringe of the league. Americans showed no reverence either; it wasn't uncommon to hear...

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