The Raptors on Thursday won the NBA’s top sponsorship activation of the year award as the NBA wrapped up its league meetings in Las Vegas. The Raptors’ winning campaign was with the Swiffer brand. The activation, called the “Swiffer Certified for the Raptors Hardwood,” gave fans buying Swiffer products a piece of the Raptors' playing floor from the team’s inaugural '95-96 season. Other elements included the Swiffer “Man Clean” crew that cleaned the court during Raptors home games this past season and the “Swiffer Upgrade to the Hardwood” promo that gave two fans courtside seat upgrades at home games. Former Raptors F Amir Johnson served as the “Swiffer Man Clean Ambassador” as part of the season-long promotion. “It was authentic and engaging and created real measurable results for the partner,” said NBA Senior VP/Team Marketing & Business Operations John Abbamondi. All 30 NBA teams submitted an in-game promotion from last season with team marketing execs selecting five finalists. Team marketers then voted on the winner based on business results, creativity and fan engagement. Other finalists for the award were the Bulls, Mavericks, Pelicans and Warriors.
