The Toronto Raptors have seen a surge in popularity in the Masai Ujiri era, but the team’s fan base still isn’t among the Top 5 in the NBA, according to the latest Forbes rankings.
Toronto supporters came in sixth league-wide, based on Forbes’ methodology, which included local television ratings, arena attendance based on capacity reached, secondary ticket demand (per StubHub), merchandise sales (per Fanatics) and social media reach (Facebook and Twitter followers based on the team’s metro area population).
Coming off a dynastic run with five consecutive NBA Finals appearances, the Golden State Warriors topped the list. Rounding out the Top 5 were the Oklahoma City Thunder, Boston Celtics, San Antonio Spurs and Los Angeles Lakers.
Stream the Raptors with Sportsnet NOW
Stream 200+ marquee NBA matchups from around the league, including over 40 Raptors games. Plus, get the NHL, MLB, Grand Slam of Curling, CHL and more.
After failing to crack the Top 10 in Forbes’ 2015 instalment, the Raptors climbed the rankings thanks to the successful “We the North” campaign that began in 2014. The team focused on branding itself throughout all of Canada, and the decision paid huge dividends.
“We did our own research, and just as you saw in the early part of the last decade, we found complete apathy and total lack of fan engagement,” Shannon Hosford, chief marketing officer of Maple Leaf Sports & Entertainment, told Forbes. “We knew we needed to take big steps and make them national in scope.”
Bringing superstar rapper Drake on board as the team’s global ambassador certainly didn’t hurt either.
“Hockey is part of the fabric of our culture, but basketball is really resonating with a diverse young and up-and-coming fan base,” Hosford said. “In part because of Drake, we have the cool factor, which really comes into play when you’re reaching a multi-ethnic young audience like ours. As a result, we have been able to transcend sports and become a lifestyle brand.”
Get the best of our Raptors coverage and exclusives delivered directly to your inbox!
Raptors Newsletter
Of course, the biggest factor in bolstering the fan base came on the court, as the team has enjoyed the most successful period in franchise history over the past seven years, capped by a championship in 2019.
With the team showing no signs of slowing down, it’s a very real possibility that the Raptors will continue to rise in popularity, especially if a certain Greek Freak signs north of the border in 2021.
