In the 2024-25 NBA season, the Toronto Raptors have strategically expanded their sponsorship portfolio, forging new partnerships and strengthening existing ones. This comprehensive approach enhances the fan experience and solidifies the team’s financial foundation and market presence.
New Sponsorship Agreements
A significant addition to the Raptors’ sponsorship lineup is BetMGM, a prominent online betting brand. This partnership grants BetMGM a substantial presence across all Raptors and NBA games, encompassing in-game commercial assets. Beyond game-day visibility, BetMGM is integrated into “The Raptors Show,” hosted by Blake Murphy and former Raptor Matt Bonner, and the Raptors’ broadcasts on Sportsnet+. This collaboration reflects the growing synergy between professional sports and the online betting industry, aiming to engage fans through diverse platforms.
Dana Nikolic, iGaming Analyst at creditcardcasinos.ca, comments on this collaboration: “The interest for online betting has significantly increased over the last few years. So BetMGM is capitalizing on the perfect opportunity here. Fans will watch their games, and BetMGM can seamlessly market their platform during the streams.”
Renewed Partnerships
The Raptors have also reinforced relationships with key returning sponsors:
- Procter & Gamble (P&G): Through its Gillette and Charmin brands, P&G continues collaborating with the team. Gillette sponsors the starting lineup and the “Smooth Play of the Game” segment, emphasizing precision and excellence. Charmin, on the other hand, highlights top plays in the “Charmin Touch” feature, associating the brand with comfort and quality moments on the court.
- Subway: The fast-food chain maintains its role as a halftime sponsor, ensuring brand visibility during game intermissions. This partnership aligns Subway with the Raptors’ games’ energetic and dynamic atmosphere, appealing to a broad audience.
- Molson Coors: To celebrate the Raptors’ 30th anniversary, Molson Coors has planned season-long activations to engage fans and commemorate this milestone. These initiatives honor the team’s history and strengthen Molson Coors’ connection with the Raptors’ loyal fan base.
Strategic Ownership Changes
In a significant corporate development, Rogers Communications announced in September 2024 its intention to acquire Bell’s 37.5% stake in Maple Leaf Sports & Entertainment (MLSE) for approximately C$4.7 billion. This acquisition will double Rogers’ ownership in MLSE, granting it majority control over premier Canadian sports assets, including the Toronto Raptors, Toronto Maple Leafs (NHL), and Toronto FC (MLS). This move underscores Rogers’ commitment to bolstering its sports portfolio and capitalizing on the lucrative sports entertainment market.
Financial Growth and Sponsorship Expansion
The Raptors’ proactive approach to partnerships has positioned them among the NBA’s most sponsored teams. In May 2024, they had 114 sponsorship deals, ranking second only to the Washington Wizards, who lead with 122 deals. Today (February 2025), they have 130 brands. This growth reflects the team’s strategic efforts to enhance brand collaborations and market reach.
Their biggest partners currently are:
- Air Canada
- Bell Canada
- Coca-Cola
- Ford
- LG
- Mastercard
- McDonald’s
- Molson Coors
Financially, the Raptors have experienced a notable increase in revenue. In the 2023/24 season, the franchise’s estimated revenue reached $341 million, marking a significant rise from $305 million in the previous season. This upward trajectory can be attributed to successful sponsorship deals, effective fan engagement strategies, and the team’s on-court performance.
Implications for the Future
The expansion and diversification of the Raptors’ sponsorship portfolio have far-reaching implications:
- Enhanced Fan Engagement: Collaborations with brands like BetMGM introduce innovative platforms for fan interaction, integrating sports entertainment with real-time engagement opportunities.
- Financial Stability: A robust sponsorship lineup contributes to the team’s financial health, enabling investments in player development, facilities, and community initiatives.
- Market Competitiveness: Strategic partnerships and ownership structures position the Raptors favorably within the NBA and the broader sports industry, attracting further investment and talent.
In summary, the Toronto Raptors’ strategic expansion of their sponsorship deals in the 2024-25 season exemplifies a forward-thinking approach that intertwines financial growth with enriched fan experiences. As the team builds on these foundations, it sets a precedent for successful sports franchise management in the modern era.
