Editing Toronto Raptors (section)

==Fanbase and marketing==
The Raptors have enjoyed a consistent fanbase throughout their history. They set NBA attendance records in their 2000, 2001, and 2002 seasons when they made the playoffs. Attendance dipped slightly between 2003 and 2006. This improved during the 2006–07 regular season to an average of 18,258 fans (13th in the league), 92.2 per cent of capacity at the Air Canada Centre.<ref>[https://www.espn.com/nba/attendance?year=2007 2006–07 NBA Attendance], sports.espn.go.com, accessed June 16, 2007.</ref> Following the success of the 2006–07 season, Toronto became one of the league leaders in season ticket sales for the 2007–08 season.<ref>{{cite web|url=https://www.thestar.com/news/2007/09/05/ticket_sales_put_raptors_in_model_franchise_territory.html|title=Ticket sales put Raptors in model franchise territory|last=Smith|first=Doug|date=September 5, 2007|access-date=September 6, 2007|website=thestar.com|publisher=Torstar Corporation|archive-date=October 31, 2013|archive-url=https://web.archive.org/web/20131031114822/http://www.thestar.com/news/2007/09/05/ticket_sales_put_raptors_in_model_franchise_territory.html|url-status=live}}</ref>

[[File:Raptor dancing.jpg|thumb|left|The Raptor mascot, a red featherless ''[[Velociraptor]]'' donning basketball shoes and a jersey numbered 95, after the last two digits of the year of the Raptors' establishment, rallying the crowd during a game.]]
Another successful run starting in 2013–14 led to a spike in the Raptors' support. For the 2014–15 season, the team sold out the 12,500 season tickets, the first time it occurred since 2011.<ref>Westhead, Rick. [https://www.tsn.ca/westhead-raptors-sell-out-season-tickets-for-first-time-in-14-years-1.148730 Westhead: Raptors sell out season tickets for first time in 14 years] {{Webarchive|url=https://web.archive.org/web/20171222052541/https://www.tsn.ca/westhead-raptors-sell-out-season-tickets-for-first-time-in-14-years-1.148730 |date=December 22, 2017 }}, TSN, December 1, 2014.</ref> Public watchings of the Raptors games, particularly during the playoffs, started being held in 2014 at [[Maple Leaf Square]], which the fans nicknamed "Jurassic Park". MLSE decided to endorse this practice by setting up concession stands and branded sponsorships at the square with naming rights sold to [[Ford Motor Company of Canada|Ford Motor Company's Canadian operations]], along with increased security. At times, footage from the square is broadcast to the Raptors locker room.<ref>Levinson King, Robin. [https://www.thestar.com/sports/raptors/2016/04/26/why-jurassic-park-is-ground-zero-for-raptors-fans.html "Why Jurassic Park Is Ground Zero For Raptors Fans"] {{Webarchive|url=https://web.archive.org/web/20160501092413/http://www.thestar.com/sports/raptors/2016/04/26/why-jurassic-park-is-ground-zero-for-raptors-fans.html |date=May 1, 2016 }}. (April 26, 2016). ''Toronto Star''</ref><ref name=jp>Lopez, Jeanlyn. [https://www.theglobeandmail.com/news/toronto/fans-pack-jurassic-park-to-cheer-on-raptors/article24018174/ "Fans pack 'Jurassic Park' to cheer on Raptors"] {{Webarchive|url=https://web.archive.org/web/20180505153738/https://www.theglobeandmail.com/news/toronto/fans-pack-jurassic-park-to-cheer-on-raptors/article24018174/ |date=May 5, 2018 }}, ''The Globe and Mail'', April 18, 2015</ref> The victorious Game 7 against the [[Indiana Pacers]] on the [[2016 NBA playoffs|2016 playoffs]] was the most-watched Raptors broadcast ever and the biggest television audience in Canada that day, averaging 1.53 million viewers with a peak of 2.63 million.<ref>Lou, William. [https://www.thescore.com/nba/news/1019836 Game 7 the most-watched Raptors game in Canadian history] {{Webarchive|url=https://web.archive.org/web/20240210113141/https://www.thescore.com/nba/news/1019836 |date=February 10, 2024 }}, TheScore, May 2, 2016.</ref> This record has since been broken during the Raptors' victorious [[2019 NBA playoffs|2019 playoff run]], averaging 7.7 million viewers with a peak of 10 million.<ref>{{cite web|url=https://in.nba.com/news/nba-finals-2019-toronto-raptors-game-6-is-most-watched-nba-game-ever-in-canada-golden-state-warriors/85psj2cswgyx1je1et516ydg3|title=NBA Finals 2019: Toronto Raptors' championship-clinching Game 6 win is most-watched NBA game ever in Canada|last=Kidane|first=Benyam|publisher=NBA|website=in.nba.com|date=June 15, 2019|access-date=May 8, 2021|archive-date=May 8, 2021|archive-url=https://web.archive.org/web/20210508182916/https://in.nba.com/news/nba-finals-2019-toronto-raptors-game-6-is-most-watched-nba-game-ever-in-canada-golden-state-warriors/85psj2cswgyx1je1et516ydg3|url-status=live}}</ref>

The value of the Raptors franchise has risen over the years. In 1998, the franchise was bought for US$125&nbsp;million. With the continued popularity of the Raptors, the value of the franchise doubled from US$148&nbsp;million in 2000 to $297&nbsp;million in 2004. The value of the franchise grew again from $315&nbsp;million in 2006 to $373&nbsp;million in 2007, and $400&nbsp;million in 2008. By 2018, ''[[Forbes]]'' estimated the Raptors were worth $1.4&nbsp;billion, 12th in the NBA.<ref>[https://www.forbes.com/lists/2006/32/biz_06nba_Toronto-Raptors_321933.html NBA Team Valuations] {{Webarchive|url=https://web.archive.org/web/20160411000322/http://www.forbes.com/lists/2006/32/biz_06nba_Toronto-Raptors_321933.html |date=April 11, 2016 }}, forbes.com/lists, January 25, 2007, accessed June 15, 2007.</ref><ref>[https://www.forbes.com/lists/2007/32/biz_07nba_Toronto-Raptors_321933.html #14 Toronto Raptors] {{Webarchive|url=https://web.archive.org/web/20101024015230/http://www.forbes.com/lists/2007/32/biz_07nba_Toronto-Raptors_321933.html |date=October 24, 2010 }}, forbes.com, December 6, 2007, accessed February 6, 2008.</ref><ref>[https://www.forbes.com/lists/2008/32/nba08_NBA-Team-Valuations_Value.html NBA Team Valuations] {{Webarchive|url=https://web.archive.org/web/20101227082540/http://www.forbes.com/lists/2008/32/nba08_NBA-Team-Valuations_Value.html |date=December 27, 2010 }}, forbes.com, December 3, 2008, accessed December 6, 2008.</ref><ref>[https://www.forbes.com/teams/toronto-raptors/ The Business of Basketball: Toronto Raptors] {{Webarchive|url=https://web.archive.org/web/20180105041329/https://www.forbes.com/teams/toronto-raptors/ |date=January 5, 2018 }}, forbes.com, accessed May 4, 2016</ref><ref>[https://www.forbes.com/lists/2010/32/basketball-valuations-11_Toronto-Raptors_321933.html NBA Team Valuations] {{Webarchive|url=https://web.archive.org/web/20161226103917/http://www.forbes.com/lists/2010/32/basketball-valuations-11_Toronto-Raptors_321933.html |date=December 26, 2016 }}, forbes.com, accessed November 15, 2011.</ref><ref>[https://www.forbes.com/sites/forbespr/2018/02/07/forbes-releases-20th-annual-nba-team-valuations/#306b751734e6 NBA Team Valuations 2018] {{Webarchive|url=https://web.archive.org/web/20180208091156/https://www.forbes.com/sites/forbespr/2018/02/07/forbes-releases-20th-annual-nba-team-valuations/#306b751734e6 |date=February 8, 2018 }}, forbes.com, accessed February 7, 2018.</ref>

{{see also|List of NBA mascots}}

The Raptor [[mascot]], the North Side Crew, and DJ 4 Korners provide in-arena entertainment at Scotiabank Arena during game day.<ref>{{cite news|url=https://www.sikids.com/kid-reporter/meet-raptor-torontos-fun-loving-mascot|title=Meet the Raptor, Toronto's Fun-Loving Mascot|date=February 8, 2021|access-date=May 27, 2021|last=Dove|first=Abigail|newspaper=Si Kids: Sports News for Kids, Kids Games and More|publisher=ABG-SI|archive-date=September 28, 2021|archive-url=https://web.archive.org/web/20210928195013/https://www.sikids.com/kid-reporter/meet-raptor-torontos-fun-loving-mascot|url-status=live}}</ref><ref>{{cite web|url=https://www.nba.com/raptors/northsidecrew|title=North Side Crew|website=www.nba.com|access-date=May 27, 2021|archive-date=May 31, 2021|archive-url=https://web.archive.org/web/20210531052937/https://www.nba.com/raptors/northsidecrew|url-status=live}}</ref><ref>{{cite web|url=https://www.iamhiphopmagazine.com/interview-meet-the-official-dj-for-nba-team-toronto-raptors-dj-4korners/|title=Meet the official DJ for NBA team Toronto Raptors 'DJ 4KORNERS'|publisher=No Bounds|website=iamhiphopmagazine.com|date=August 31, 2021|access-date=May 27, 2021|last=St. Paul|first=Jay|archive-date=April 10, 2021|archive-url=https://web.archive.org/web/20210410195653/https://www.iamhiphopmagazine.com/interview-meet-the-official-dj-for-nba-team-toronto-raptors-dj-4korners/|url-status=live}}</ref> During the 2013–14 season, a new "[[Drake (musician)|Drake]] Zone" was created in the lower bowl. Limited edition shirts were given away to fans sitting in the Drake Zone.<ref>{{cite web|url=https://sportmanagementhub.com/toronto-raptors-ovo-drake-history-logo-merch-uniforms/|last=Goldberg|first=Phil|title=Toronto Raptors x October's Very Own (OVO) Logo & Uniforms To Drake Night: The Partnership's History|website=sportmanagementhub.com|date=July 5, 2019|publisher=SPMA Inc.|access-date=May 27, 2021|archive-date=November 8, 2020|archive-url=https://web.archive.org/web/20201108014058/https://sportmanagementhub.com/toronto-raptors-ovo-drake-history-logo-merch-uniforms/|url-status=live}}</ref> Giveaways are sometimes bundled with tickets to encourage attendance. Further, whenever Toronto scores more than 100 points in a home game and wins, fans can redeem their ticket for a [[Mozzarella|cheese]] or [[pepperoni]] pizza slice at standalone [[Pizza Pizza]] locations throughout Ontario for the business day after the game that was played. This is part of a promotion made by the Raptors' official pizza sponsor.<ref>{{cite news|last1=Zwolinski|first1=Mark|title=Toronto Raptors fans hungry for 100 point-pizza promo|url=https://www.thestar.com/sports/basketball/raptors/2012/03/28/toronto_raptors_fans_hungry_for_100_pointpizza_promo.html|access-date=April 2, 2012|newspaper=Toronto Star|date=March 28, 2012|archive-date=March 9, 2013|archive-url=https://web.archive.org/web/20130309104907/http://www.thestar.com/sports/basketball/raptors/2012/03/28/toronto_raptors_fans_hungry_for_100_pointpizza_promo.html|url-status=live}}</ref> However, beginning in the [[2018–19 Toronto Raptors season|2018–19 season]], the promotion added an extra requirement of purchasing a first slice before receiving the free second slice, though it requires using the Pizza Pizza mobile app instead of using a Raptors ticket, allowing Raptors fans who did not attend the game to receive a free second slice after purchasing a first slice.<ref name="New Pizza Promo">{{cite news|url=https://www.thestar.com/sports/raptors/2018/10/20/pizza-promotion-change-just-one-of-many-new-wrinkles-at-raptors-games-this-season.html|title=Pizza promotion change just one of many new wrinkles at Raptors games this season - The Star|newspaper=The Toronto Star|date=October 22, 2018|last1=Ho|first1=Patrick|access-date=October 23, 2018|archive-date=October 23, 2018|archive-url=https://web.archive.org/web/20181023080154/https://www.thestar.com/sports/raptors/2018/10/20/pizza-promotion-change-just-one-of-many-new-wrinkles-at-raptors-games-this-season.html|url-status=live}}</ref> Beginning in the same NBA season, [[McDonald's Canada|McDonald's Canadian operations]] also offer fans in Ontario using the McDonald's Canada mobile app, regardless of game attendance, a free medium-sized serving of [[French fries]] with a minimum C$1 purchase of another item the next day after when the Raptors make at least a dozen successful three-pointers in home or away games regardless of outcome.<ref name="New Pizza Promo"/> The promotion was then expanded to include McDonald's locations throughout the rest of Canada the following season,<ref>{{Cite web|date=August 3, 2020|title=McDonald's Canada Is Bringing Back Free Fries For Toronto Raptors 3-Pointers|url=https://www.narcity.com/mcdonalds-canadas-free-fries-for-raptors-3pointers-is-back|access-date=February 2, 2022|website=Narcity|archive-date=February 2, 2022|archive-url=https://web.archive.org/web/20220202222909/https://www.narcity.com/mcdonalds-canadas-free-fries-for-raptors-3pointers-is-back|url-status=live}}</ref> but excluded McDonald's restaurants located in [[Quebec]] because the chain was already running a similar promotion with the [[Montreal Canadiens]] in that province.<ref>{{Cite web|date=October 23, 2019|title=Everyone In Canada Can Get Free McDonald's Fries Today Except Quebec|url=https://www.mtlblog.com/montreal/mcdonalds-canada-toronto-raptors-promotion-is-valid-everywhere-except-quebec|access-date=February 2, 2022|website=MTL Blog|archive-date=February 2, 2022|archive-url=https://web.archive.org/web/20220202222903/https://www.mtlblog.com/montreal/mcdonalds-canada-toronto-raptors-promotion-is-valid-everywhere-except-quebec|url-status=live}}</ref>

===Partnership with Drake===

===="We The North" re-branding====
[[File:Nets vs Raptors Game 2 2014 playoffs.jpg|thumb|Toronto-based hip-hop musician [[Drake (musician)|Drake]] stands courtside during the first round of the [[2014 NBA playoffs|2014 playoffs]]. Drake was named the "global ambassador" for the Raptors in September 2013.]]
In the lead-up to the team's 20th anniversary season in 2015 and its hosting of the [[2016 NBA All-Star Game|2016 All-Star Game]], the Raptors began the process of re-branding itself. On September 30, 2013, Toronto-based rapper [[Drake (musician)|Drake]] was announced as the new "global ambassador" for the Toronto Raptors, thereby joining the executive committee of his hometown's NBA team.<ref>{{cite news|url=https://www.theglobeandmail.com/sports/basketball/raptors-sign-rap-star-drake-to-add-flash-promote-all-star-game/article14597789/|title=Raptors sign rap star Drake to add flash, promote all-star game|work=The Globe and Mail|access-date=September 30, 2013|date=September 30, 2013|archive-date=October 2, 2013|archive-url=https://web.archive.org/web/20131002052720/http://www.theglobeandmail.com/sports/basketball/raptors-sign-rap-star-drake-to-add-flash-promote-all-star-game/article14597789/|url-status=live}}</ref> In April 2014, the Raptors unveiled a new imaging campaign developed by the agency [[Sid Lee]], "We The North", built around a [[manifesto]] that was meant to embrace the team's trait of being an "outsider" from the "north side", and the accompanying feelings of players and fans.<ref name=gandm-wethenorth/>

The "We The North" campaign was originally to be launched during the 2015–16 season; however, the launch was hastened so it would be ready in time for the 2014 playoffs, taking into account the poor performance of Canada's other pro sports teams at the time. An introductory commercial was quickly filmed, which featured the manifesto as narration, scenes of local basketball players in various outdoor locations around the city, and ended with a scene displaying a black, waving flag with the motto written on it. The campaign was immediately embraced by fans during the playoffs and following season; the launch commercial was viewed over 500,000 times in the two days following its release, "We The North"-branded shirts and flags became a common sight at games, while Ryerson University (now [[Toronto Metropolitan University]]) sports marketing professor Cheri Bradish compared the campaign to [[Molson]]'s former "[[I Am Canadian]]" [[alcohol advertising]] campaign in how it resonated with the country.<ref name=gandm-wethenorth>{{cite news|title=How the Raptors redefined their brand – and took Toronto by the throat|url=https://www.theglobeandmail.com/sports/basketball/how-the-raptors-redefined-their-brand-and-took-toronto-by-the-throat/article21360335/|access-date=January 16, 2015|work=[[The Globe and Mail]]|date=October 28, 2014|first=Rachel|last=Brady|archive-date=December 21, 2014|archive-url=https://web.archive.org/web/20141221025252/http://www.theglobeandmail.com/sports/basketball/how-the-raptors-redefined-their-brand-and-took-toronto-by-the-throat/article21360335/|url-status=live}}</ref><ref name=torstar-wethenorth>{{cite news|title=Raptors rebrand and embrace The North|url=https://www.thestar.com/business/2014/04/16/raptors_rebrand_and_embrace_the_north.html|access-date=January 16, 2015|work=Toronto Star|archive-date=January 16, 2015|archive-url=https://web.archive.org/web/20150116091954/http://www.thestar.com/business/2014/04/16/raptors_rebrand_and_embrace_the_north.html|url-status=live}}</ref>

On December 19, 2014, the Raptors soft-launched a new logo also designed by Sid Lee, which features a basketball with claw marks. The new logo was officially implemented during the 2015–16 season.<ref name="NewRaptorsLogo" /> The logo's introduction was marred by a disorganized launch, which saw a black and white version initially shown before the eventual unveiling of coloured versions later in the day, mixed reviews for the design itself, with some (especially on the black and white version) comparing it to that of the Brooklyn Nets, and despite teasing merchandise with the new logo, not releasing any until at least mid-2015.<ref name=torstar-raptorsbaffled>{{cite news|title=Raptors' launch of new logo baffles marketing experts|url=https://www.thestar.com/sports/raptors/2014/12/22/raptors_launch_of_new_logo_baffles_marketing_experts.html|website=Toronto Star|date=December 22, 2014|access-date=January 16, 2015|last1=Rubin|first1=Josh|archive-date=December 28, 2014|archive-url=https://web.archive.org/web/20141228194322/http://www.thestar.com/sports/raptors/2014/12/22/raptors_launch_of_new_logo_baffles_marketing_experts.html|url-status=live}}</ref> There were also alleged tensions between MLSE staff and Drake surrounding the new design—in particular, the performer had pushed for the team to change its primary colour from red to gold (a colour seen in one of the official variants of the logo unveiled that day). In a response on Twitter<!--Please don't change to X as the comment was made before Musk purchased the website-->, Drake distanced himself from the "execution" of the new logo.<ref name=gandm-newlogo2015>{{cite news|title=Kelly: Botched logo rollout first sign of trouble in Raptors, Drake partnership|url=https://www.theglobeandmail.com/sports/basketball/kelly-drake-raptors-at-odds-over-new-logo/article22176489/|website=The Globe and Mail|date=December 22, 2014|access-date=January 16, 2015|last1=Kelly|first1=Cathal|archive-date=April 25, 2017|archive-url=https://web.archive.org/web/20170425020350/http://www.theglobeandmail.com/sports/basketball/kelly-drake-raptors-at-odds-over-new-logo/article22176489/|url-status=live}}</ref>

====Welcome Toronto====
In 2018, Drake unveiled the Welcome Toronto program with the Raptors. As a part of the program, the Raptors wore "city edition" uniforms for six home games throughout the [[2017–18 NBA season|2017–18 season]]. As a salute to the earlier We the North campaign, the uniforms feature a gold [[chevron (insignia)|chevron]] with "NORTH" written across it. The six Welcome Toronto home games also featured an [[OVO Sound|OVO]]-themed black-and-gold home court, with chevrons pointing north.<ref name=WelTT>{{cite web|title=Welcome Toronto|url=http://www.nba.com/raptors/welcometoronto|publisher=NBA Media Ventures|website=www.nba.com|access-date=March 30, 2018|archive-date=March 31, 2018|archive-url=https://web.archive.org/web/20180331042149/http://www.nba.com/raptors/welcometoronto|url-status=live}}</ref> In addition to the Welcome Toronto home games, it was also announced that the Raptors and OVO would donate $1 million in order to refurbish local community basketball courts, as well as another $2 million to [[Canada Basketball]].<ref name=WelTN>{{cite web|title=Raptors and Drake Elevated Partnership Gives Back To The Fans, The City and the Game of Basketball|url=http://www.nba.com/raptors/press-releases/raptors-drake-partnership-gives-back-to-fans-city-basketball|website=www.nba.com|access-date=March 20, 2018|date=January 17, 2018|archive-date=March 21, 2018|archive-url=https://web.archive.org/web/20180321131319/http://www.nba.com/raptors/press-releases/raptors-drake-partnership-gives-back-to-fans-city-basketball|url-status=live}}</ref>

==== 2025 commentating ban ====
In January 2025, Drake was banned for one year from commentating Toronto Raptors games for disparaging former player [[DeMar DeRozan]].<ref>{{Cite news |date=January 15, 2025 |title=Drake banned from Raptors commentating for one year after making remarks about DeMar DeRozan |url=https://tribune.com.pk/story/2522292/drake-banned-from-raptors-commentating-for-one-year-after-making-remarks-about-demar-derozan |access-date=February 12, 2025 |work=[[The Express Tribune]]}}</ref>

===Community service===
The Raptors [[Foundation (nonprofit)|Foundation]] was the charitable arm of the Raptors, dedicated to assisting Ontario's registered [[Charitable organization|charities]] that support programs and sports initiatives for at-risk children and youth. The Foundation strove to lift spirits and change lives for young people by supporting local and provincial organizations that provide recreational, educational and other youth-oriented activities. Through its community ties and with the help of its corporate partners, donors, Raptors players and volunteers, the Foundation had successfully raised more than $14&nbsp;million between 1995 and 2007, and reached out to thousands of other charities.<ref>{{cite web|url=http://www.nba.com/raptors/community/foundation.html|archive-url=https://web.archive.org/web/20070322014953/http://www.nba.com/raptors/community/foundation.html|archive-date=March 22, 2007|access-date=February 22, 2007|website=www.nba.com|publisher=NBA Media Ventures|title=Raptors Foundation}}</ref> In 2009, the Raptors Foundation merged with the other charitable arms of [[Maple Leaf Sports & Entertainment|MLSE's]] other sports franchises to form the MLSE Team Up Foundation.<ref>{{cite web|url=https://www.mlsefoundation.org/about-us/who-we-are|title=Who We Are|publisher=MLSE Foundation|year=2020|access-date=May 7, 2021|website=mlsefoundation.org|archive-date=May 7, 2021|archive-url=https://web.archive.org/web/20210507162406/https://www.mlsefoundation.org/about-us/who-we-are|url-status=live}}</ref>

In 2018, the Raptors, in partnership with Drake, announced the Welcome Toronto program. The program will see the Raptors and OVO contribute $2 million to Canada Basketball over the next four years. In addition, the Raptors and OVO also announced a donation of $1 million over the next three years in order to refurbish four community basketball courts within Toronto city limits. The four courts are located at [[Flemingdon Park|Flemingdon]] Community Centre in the [[North York]] district in the north end of the city, [[Malvern, Toronto|Malvern]] Community Recreation Centre in the [[Scarborough, Ontario|Scarborough]] district in the east end of the city, Matty Eckler Community Centre in the [[Riverdale, Toronto|Riverdale]] neighbourhood of the [[Old Toronto]] district just to the east of [[Downtown Toronto|downtown]], and [[Thistletown]] Community Centre in the [[Etobicoke]] district in the west end of the city.<ref name=WelTT/><ref name=WelTN/>