When the word brand comes to mind the first thing that comes to mind is product – the image I have associated with a particular product (both physically and physiologically.

However branding reaches far beyond the just the product world. People, organizations, teams all carry a unique identity, a brand association. The Toronto Raptors is one such team whom, as of recently is attempting to rebrand itself and the organization with its partnership of rapper Drake according to the NationalPost for the 2015-16 season.

Along with remodeling the team’s jersey design the Toronto-based newly “global ambassador” for the team brings his own charisma and brand to the team in an effort to spark excitement for the under performing franchise.

Rebranding an already known product (in this case experience) is typically unwise and unsuccessful however in the case of the Toronto Raptors I find it intriguing that  instead of repositioning their brand by modifying the inner workings of the team itself. The organization has outsourced a third-party members whom already embodies a distinctive and relatable brand-image as the centerpiece of the Raptor organization. Less to do about basketball and more to do about stardom. However, because of this, the organization is still extremely susceptible if the team remains under-performing as Drake has no quantifiable effect on the team’s performance come game time.

The Start Of A New Raptors Season Is Here