In the past 5 years, the Toronto Raptors have been relatively unsuccessful; ticket sales have been squandering, therefore demanding change to occur outside of the locker room. In an attempt to increase sales and revamp the image of the team to NBA fans, the franchise changed their logo and jerseys, acquired Drake to act as their “global ambassador” and other significant marketing tactics. However, Philp makes an excellent point stating that rebranding a team will not be good enough to dramatically increase sales in the long run. He points out that consumers are not “magpies” who will suddenly be attracted to the Raptors because of their new jerseys since the basketball they play hasn’t changed; people don’t forget they are still a weak team. Although this may increase jersey sales in the short run, in the long run consumers will be more inclined to buy the jersey if it has a recognizable name on the back. These two issues lay beyond the power of marketers, rather its more of a team management issue. This enforces the concept that in order for a business to be successful, it must meet the basic needs of their target consumers. In this case, the Raptors must win if they want to increase sales.

Blog responded too: http://www.canadianbusiness.com/blogs-and-comment/raptors-with-nothing-to-lose-bruce-philp/
Picture link: http://www.sportslogos.net/logos/view/yfypcwqog6qx8658sn5w65huh

Picture Link: http://www.sportslogos.net/logos/view/61n3wwpf2e3cemcgmdh9y1ugh/Toronto_Raptors/1996/Alternate_Logo