Maple Leaf Sports & Entertainment: Toronto Raptors - We the North

This case study demonstrates how the Toronto Raptors, an NBA basketball team, overcame indifference from people in Toronto, Canada to grow ticket sales and viewers.

Maple Leaf Sports & Entertainment: Toronto Raptors - We the North

Sid Lee

Situation analysis

Overall assessment

Uniting an indifferent fan base of 35 million

To many Canadians, the Toronto Raptors brand was devoid of meaning. While we proudly wore the Toronto name since 1995, the team wasn't yet a fixture in national culture like the Leafs. One would think we would have been by now, given that we're the only Canadian team in the National Basketball Association (NBA). But no, we were always relegated to the fringe of Canadian sports news, and never a part of the mainstream NBA....

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