The Raptors and Toronto-based sports nutrition brand BioSteel on Friday formally announced a partnership that includes naming rights for the team’s new 68,000-square-foot training facility and the company's logo being placed on Raptors practice jerseys. Financial terms of the multiyear deal were not disclosed, but the sponsorship represents BioSteel’s first team-level deal and largest marketing investment to date. The city-owned BioSteel Centre training facility, which Raptors owner MLSE has agreed to lease for 20 years, is scheduled to open at Exhibition Place in February, corresponding with the Raptors hosting the ’16 NBA All-Star Game at Air Canada Centre. The BioSteel logo will appear in the top right corner of the team’s practice jersey, marking the first time a partner’s branding will have appeared there. BioSteel President John Celenza said the company as part of the deal is allowed to use Raptors marks on product packaging and at point-of-sale displays in a 75-mile radius around Air Canada Centre. Other assets in the deal include BioSteel branding of the Raptors and visiting team benches, in-arena signage during Raptors games and presenting sponsorship of a "Performer of the Game" feature on social media and in the arena. BioSteel Nutritional Bars will also be made available at all Air Canada Centre vending locations (Alex Silverman, Staff Writer). MLSE Chief Commercial Officer Dave Hopkinson said, "This is a $50-million facility. Selling naming rights to it was important if we could find the right partner. It’s an ideal brand marriage. This isn’t simply putting a name on a facility. It’s an integrated partnership." BioSteel over the past two years has "signed endorsement deals with several high-profile Canadian athletes," including T'Wolves G Andrew Wiggins and Oilers C Connor McDavid (TORONTO STAR, 11/12).
