Luca Monadjem - Sports Marketing Concepts and Strategy Research Assignment (1)
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Sports Marketing Concepts and Strategy Research Assignment
Luca Monadjem
Friday, October 7
MKT 828 - 011
Marla Spergel
1
The Toronto Raptors
Year of Establishment
The Toronto Raptors were established in 1995, making them one of the youngest teams in the
NBA. The NBA, established in 1946, was composed of only American teams until the Toronto
Raptors joined 27 years ago.
Senior Management
Masai Ujiri - President, Vice Chairman, Alternate NBA Governor
Ujiri began his career in the NBA as a scout for the Orlando Magic in 2002, later being hired by
the Denver Nuggets. In 2008, Ujiri was offered a managing staff role for the Toronto Raptors
(Irving, 2021). After 2 years, he returned as a general manager and executive vice president of
basketball operations for the Denver Nuggets. Ujiri thrived in this role and was instrumental in
the Nuggets’ return to playoff basketball. In the summer of 2016, Masai Ujiri made his return as
general manager and president of basketball operations for the Raptors, playing a key part in
winning the team’s first NBA Championship in 2019 (Novak, 2021)
Nick Nurse - Head Coach
Nick Nurse is a professional basketball coach who has been at the forefront of the Raptors’
success since 2018. Nurse is known for having an extensive resume, with the most coaching
experience of any coach in the NBA (32 years), and a unique, challenging coaching style (Yan,
2022). Nurse assumed the role of head coach for the Toronto Raptors after serving as assistant
coach on Dwayne Casey’s coaching staff from 2014-2018. With that experience in the NBA, he
2
was able to quickly adapt and thrive when his name was called, becoming one of the only head
coaches in NBA history to win a championship in their first year as a head coach (2019).
2021-2022 Season Record and Standings
The Toronto Raptors ended the 2021-2022 season with a 48-34 record, an outstanding 58.5% win
percentage, and the 5th best record in the eastern conference, while maintaining a top 10 record
in the NBA. The Raptors’ young and revamped team faced a more experienced Philadelphia
76ers squad in the first round of the NBA playoffs, losing the best-of-7 series in 6 games
(Rosales, 2022). The highlight of the season was most likely the emergence of Rookie of the
Year winner Scottie Barnes. Scottie’s consistent performance and charisma has quickly
established him as a fan favourite. Furthermore, his talent level and personality indicate that the
Raptors are heading in the right direction, and building a strong, resilient foundation for the
future.
Struggles and Fan Engagement During Covid 19
The Toronto Raptors as well as Toronto in general were significantly impacted by Covid 19.
Being the only team in the NBA outside of the United States, Canadian legislation and
regulations regarding Covid 19 made it extremely difficult to maintain a consistent game
schedule and fan presence from March 2020 until as recently as April 2022. During that hectic 2
year period, the Toronto Raptors saw empty arenas on a consistent basis, had to relocate to
Tampa, Florida in order to be able to play against teams in the United States, and dealt with
dozens of injuries and absences related to Covid (Rose, 2021). The Raptors implemented
multiple initiatives in order to maintain fan presence and support including virtual fans, drive-in
3
viewing parties, etc. The marketing and hospitality efforts made by the organization and its staff
during such a tumultuous time ensured that, when normalcy was reestablished, the Toronto
Raptors and its fan base would be stronger than ever. These efforts have, fortunately, had a
tangible and positive impact on the entire organization.
Engagement Through Digital Media
Recognizing the emergence of social media in today’s global marketing landscape, the Toronto
Raptors have made it a priority to strive to achieve a level of intimacy and transparency with
their fan base which would simply not be attainable if not for today’s emphasis on social media
marketing and communication. One example of this is “Open Gym”, which is a series of behind
the scenes videos varying in content made in collaboration with Bell. This series offers Raptors
fans a view of the team’s internal operations, whether that be contract negotiations, draft
decisions, or team practices, which allows them to interact with the franchise with a rare level of
intimacy (Denette, 2021).
The “Digital Arena” is a concept that MLSE introduced for both the Toronto Raptors and the
Toronto Maple Leafs during the pandemic in order to increase and retain fan engagement. The
Digital Arena is an app that allows for interactive games, trivia, and prize draws during live
games. The interactive aspect of the app was clearly the priority for MLSE when developing this
concept, “The idea is to give fans at home some of what they got at Scotiabank Arena. For tip-off
of Raptors games, for example, they can click on a team logo to jointly increase the noise meter.
And you can see what's on the arena Jumbotron.” (Davidson, 2021) Initiatives such as these
ensured that when exiting the pandemic, the Raptors would be able to maintain such momentum
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2
3
4
5
6
Value
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14
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12
18
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Time SeriesValue
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19
2
14
3
17
4
12
5
18
6
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Hide Assignment Information
Instructions
Exercise #5
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Forecasting (1000 liters)
FSMA
/A-F/
FWMA
/A-F/
FES, α=0.3
/A-F/
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20
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