While DeMar DeRozan led a second-half surge that propelled the Raptors to a 114-106 win over Boston Tuesday night, marketing executives at the Air Canada Centre hustled to score points with media and consumers.
In one private suite, a team from GoDaddy held a reception commemorating the company’s new partnership with Raptors forward Jonas Valancuinas. And in another box. Adidas revealed details of the renewal of their partnership with the Raptors, commemorating the occasion by handing out limited-edition Kyle Lowry signature model basketball shoes.
The three events — one dramatic win and two endorsement announcements — converged to illustrate a larger sports marketing development.