The NHL’s Maple Leafs own Toronto’s sports market, but the Toronto Raptors are narrowing the gap.
With its “We The North” branding campaign loudly resonating throughout the city and the team’s newfound success winning fans, the Raptors are a hot team in Toronto these days.
“We are kind of flying right now across the board,” said Dave Hopkinson, chief commercial officer for Maple Leaf Sports & Entertainment, which owns the Raptors. “It is a team and a brand that has a swagger and we’ve not always had it. There is a confidence.”
Last season, the Raptors went 49-33 before getting swept out of the first round of the playoffs by the Washington Wizards. Despite the disappointing postseason performance, the Raptors have leveraged their success to new heights.
This season, the team capped its season-ticket sales at 14,500 and now has a waiting list for season-ticket buyers.
The Raptors rank second in the NBA in season-ticket renewals with a 97 percent retention rate and have sold 2,500 new full-season tickets, ranking sixth in the league. The ranking would be even higher without the season-ticket sales cap.
“It is the healthiest in 21 years,” Hopkinson said of the Raptors’ full-season ticket business.
The surge in interest is also felt in a nearly 20 percent increase in sponsorship revenue. “A few years ago, we were in the middle of the pack and now we will be fifth in sponsorship revenue,” Hopkinson said.
Come opening night, MLSE will unveil a massive new scoreboard as part of a $16 million upgrade at Air Canada
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The team’s “We The North” branding campaign has connected with fans.
Photo by: Getty Images |
Centre as it enhances the fan experience.
“If we are going to get people off the couch to come with a paid ticket, it has to be an experience you can’t get at home,” Hopkinson said.
The Raptors’ television viewership also grew 45 percent last season (301,000 average versus 207,000).
“We have room to grow. It is still not hockey, but we are starting to challenge hockey for a television audience,” Hopkinson said.
Helping make the Raptors and the NBA more relevant in Canada is the league’s decision to bring the All-Star Game to Toronto in February. It is the first time the All-Star Game has been played outside the U.S., and the Raptors are looking to take full advantage.
“There is a huge obligation to put us in the right light,” Hopkinson said. “We are committed to how we want to have Toronto portrayed. This is a big urban sophisticated city and that is the image we want to show the world.”
