The Raptors are teaming with Danish-based LogoPaint to become the first North American pro team to use 3D technology on their court. The 3D mark featuring the team’s name was painted on the Air Canada Centre baseline as the new court went down last week and made its debut during the team’s preseason game against the Celtics Sunday. Per league rules, only team and NBA logos are permitted to be permanent fixtures on the court. The team brand appears slanted to those sitting in the arena and the players closest to the mark. To others further from the court and over broadcast, the mark appears 3D. The team partnered with LogoPaint, which is active in the 3D space for soccer pitches and basketball courts in Europe. LogoPaint’s signage has been utilized in the ICC Cricket World Cup, the Malaysian Grand Prix and Hong Kong Rugby Sevens games. MLSE would not discuss financial terms of the deal. MLSE Senior Dir of Marketing Shannon Hosford said networks airing the games do not have to change anything about the elements of the broadcast, and fans do not need a 3D TV to view the branding. “It’s hard to believe, but it’s just paint on the floor. And there is no special technology that needs to be used,” she said. Hosford said MLSE officials are now in talks with LogoPaint to “look at our ice and see if there is anything we can be doing from the Toronto Maple Leafs perspective, but we haven’t gone down that path yet.”
TECHNOLOGY UNIQUE TO EACH VENUE: The technology is unique to each venue, and LogoPaint completed a building survey at Air Canada Centre this summer to minimize the impact it has on people in the arena. “The one thing that can be a drawback is that in-arena, it can be distorted. We tried to even work with our branding on the baseline so that it would just look slanted instead of doing the full application,” Hosford said. She added the team has received “overwhelming positive feedback,” particularly from the broadcast audience. She added the plan moving forward will be to maintain “status quo until next time we look at redesigning our court.”
