SiriusXM Toronto Raptors Halftime Shows

SCENARIO: SiriusXM and Maple Leafs Sports Entertainment (MLSE) proudly announced a new multi-year partnership, making SiriusXM Canada the official audio music streaming partner of the Toronto Raptors. With the roll out of our brand refresh, we needed to explore ways of elevating fan experiences during the Raptor’s games and providing an entertainment experience like none other.

TASK: Present halftime shows featuring Canadian artists such as Fefe Dobson, Haviah Mighty, Maestro Fresh Wes, Preston Pablo, Reve, TOBi, Choclair, Kardinal Offishall, and Keshia Chante, in to demonstrate the wide array of genres you could catch on SiriusXM all while celebrating Canadian talent and cultural diversity.

Industry: Music & Entertainment and Sports

Personal Responsibilities: Partnership Management, Creative Asset Production, Social Media Management

Partners: Maple Leaf Sports & Entertainment (MLSE) and Toronto Raptors

Artists: Fefe Dobson, Haviah Mighty, Maestro Fresh Wes, Preston Pablo, Reve, TOBi, Choclair, Kardinal Offishall, and Keshia Chante

Additional Credits: Susan Simpson, Vanessa Neshevich, Kayla Schwartz, Jennifer Charlebois, Nicole Iantorno, Victor Bibby, Shinead Orotal, Amelia Cai, Aaron Gaouette, Sydney Lloyd, AC Sales-Foscarin, Kitty Xiao, Malick Ba

APPROACH

GETTING YOU CLOSER TO THE STARS

Working closely with our partners to understand the listening habits of discerning basketball fans and participate in key cultural moments such as Filipino Heritage and Pride Night, we looked at artists that would resonate with the Raptors’ diverse fan base.

As a part of our commitment to showcasing Canadian talent, we put the stars at the forefront of our brand while weaving in the respective visual identities of the artists. We develop a system that flooded the arena with our primary colour palette, captivated audiences with exclusive half time shows, and provided a platform for promising artists on a global stage.

OUTCOME

HALF TIME PERFORMANCE TO REMEMBER

With the opportunity to make an impression across 19,800 attendees per game, the halftime shows continued to demonstrate our support of Canadian artists and showcase our recent brand refresh — both starting and ending with the artists at centre stage.

Our digital out of home advertising efforts also provided greater visibility to non-attendees of our program and reinforced the impact that we aimed to make as a music & entertainment streaming service provider.

Through this partnership, we were able to strengthen SiriusXM’s position as a champion of Canadian music and cultural diversity, all while amplifying the country's sound with Canada’s only NBA team.