When Toronto Raptors tapped rapper Drake to give the team some new mojo as part of their rebranding initiative, the big question on everyone’s mind was: Will it be successful?
This move follows a hot trend of sports teams rebranding to bring new life and attention to their franchises. One of our long-standing clients The Toronto Blue Jays have rebranded several times in their history, most notably in 2013 as part of a return to their winning roots. These rebranding initiatives resulted in increased ticket and team-related merchandise sales.
Or perhaps the Raptors are taking their inspiration from the very successful Brooklyn Nets, formerly the New Jersey Nets, where rapper Jay-Z, a native of Brooklyn, led the design of the new team’s logo. Whatever their game plan, the Raptors will need to take the following three factors into consideration to ensure their rebranding initiative is a success:
Relevancy: The Raptors management were smart to sign Drake as an ambassador and catalyst for the rebranding initiative. As a native Torontonian and a successful Canadian and international recording artist, Drake is well positioned to symbolize the youth, energy, and success the team needs in order to reengage their fan base.
However, there is significant risk in gaining any long-term benefit if the team does not effectively leverage Drake’s charisma and presence in support of a clearly defined market position. The new logo, tagline, and marketing material need to support the essence of the brand and its position in the hearts of its fans.
Consistency: A brand is a promise of performance consistently delivered over time. In reality, teams cannot build their brand on delivering consistent wins. They can, however, consistently deliver on how the community and their fan base perceive them. The energy and efforts Drake and the team put toward the rebranding initiative will need to last for generations and remain consistent, irrespective if they are first or last place.
Trust: The Raptors will need to prove to their fan base they are committed to winning by building the best team possible. Recent vagaries from the team’s general manager, Masai Ujiri, regarding the Raptors’ commitment to winning may undermine the rebranding efforts by being seen as a temporary measure to build sales. In addition, Drake’s effort to build trust with the team’s fan base could be undermined by his strong relationship with players from the Miami Heat. Another concern is that, while Drake’s current public profile remains a positive factor for the team’s brand, his celebrity image continues to take shape. We have all witnessed the negative impact a disgraced spokesperson can have on a brand.
The Raptors’ rebranding initiative is a smart move and will deliver short-term results. Provided the Raptors take into consideration the three factors above, this short-term success could lead to a sustainable fan base that will stick with them over generations, through the thick and thin of the game.
Watch: Drake is the new Raptors Ambassador.
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