Sid Lee selected for Raptors rebranding

Sid Lee has been selected to lead the Toronto Raptors through a rebranding following a formal review. Following Maple Leaf Sports and Entertainment‘s announcement in September that the team will rebrand, the company held a formal review with a “handful” of agencies, selecting Sid Lee for the project this week. The mandate covers an all-encompassing […]

Sid Lee has been selected to lead the Toronto Raptors through a rebranding following a formal review.

Following Maple Leaf Sports and Entertainment‘s announcement in September that the team will rebrand, the company held a formal review with a “handful” of agencies, selecting Sid Lee for the project this week.

The mandate covers an all-encompassing brand platform. Sid Lee has already begun the work, for now focusing on visual identity and the team uniform.

The announcement follows Sid Lee’s just-launched campaign for another MLSE-owned team, the Toronto FC. That project included a series of 10 teaser ads, a 30-second TV spot and a Metro Toronto cover promoting the team’s new star player Jermain Defoe.

Sid Lee was selected to work on the Defoe campaign after meeting with MLSE in early 2013 to discuss its rosters of sporting brands, according to Vito Piazza, president of Sid Lee Toronto, the office handling both accounts. That conversation led to a deeper relationship.

“With the Raptors rebranding confirmed, it’s going to be an ongoing relationship. They’re a dynamic organization and we’re going to be involved in those milestone events and transitions to help amplify and elevate their story,” he said.

Sid Lee is currently the only agency working on the rebrand at this early stage, but Piazza said MLSE has a network of communications partners that he expects to collaborate with throughout the rebranding.

One partner Sid Lee has already met with with is the hip hop star Drake, who MLSE brought on as the Raptor’s new “global ambassador” when it announced the rebranding. “Even in that first interaction, it was very clear he’s taking it seriously, and he has a really interesting point of view [that] I think is going to help us in this process,” Piazza said.

“The real opportunity, and I think MLSE is working towards this, is to take these brands and players and connect them culturally to the fans and the city,” he said. “Someone like Drake is an incredible ambassador and bridge to that.”

Advertising Articles

Ads You Must See: Visions of the future

Two very different ideas of a future shaped by today's youth

Canada Beef brand refresh links farmers to good ethics

Refreshed logo, a new tagline and a video aim to connect with consumers

On The Move: Changes at Loopmedia, 6S, Climax Media

A weekly update of who's headed where in Canadian marketing and communications

It’s hard to say ‘Goodbye’ in new Fallsview campaign

First of four commercials planned for 2016 features a humorous twist on a familiar trope

A&C wins multiple accounts, adds five team members

Agency adds Food Basics, San Pellegrino and more to its client roster

Former Cossette CD moves to Manifest Communications

David Daga joins the Toronto social media and cause marketing agency

Pomp & Circumstance stages Bacardi’s latest launch

Toronto PR firm hosts interactive theatre experiences to promote new malts

The Mint Agency lands a client of its (digital) dreams

Toronto agency tasked with expand music festival's reach and audience