10 greatest moments in Raptors history

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“The game sells itself” says the complacent, cheapskate manager. “No, it doesn’t” retorts the marketer.

While the notion of calling an advertising campaign, or re-branding if you like, a Great Moment, might seem silly, it isn’t. Of the three dramatic steps taken by MLSE to grow the Raptors’ popularity (the other two being the hiring of Drake as “global ambassador” and the creation of Jurassic Park), the We the North tagline has resonated most.

The idea that Toronto could be anything more than a hockey town might have seemed ludicrous a few short years ago, but isn’t anymore. The Raptors have created a new generation of fans in the city, across Canada, and around the world. It wouldn’t have happened without the stark black and white pennant with the edgy font declaring the pithy notion of “We the North”.

TORONTO, CANADA – MAY 3: Toronto Raptors mascot plays the drum before the game against the Cleveland Cavaliers in Game Two of Round Two of the 2018 NBA Playoffs on May 3, 2018 at the Air Canada Centre in Toronto, Ontario, Canada. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this Photograph, user is consenting to the terms and conditions of the Getty Images License Agreement. Mandatory Copyright Notice: Copyright 2018 NBAE (Photo by Ron Turenne/NBAE via Getty Images) /

Just so we’re clear – fans matter. Players notice that cities like Detroit and Atlanta don’t sell out. Free agents don’t want to join teams with paltry audiences.

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