Starting From the Bottom:  How Sponsorship Can Foster Grassroots Basketball

Starting From the Bottom: How Sponsorship Can Foster Grassroots Basketball

An estimated 2 million people celebrated the Raptors’ NBA Championship title in Toronto during a parade in June. Many more people celebrated across Canada, as Raptors mania seemed to sweep the nation. Many of the people cheering on this professional squad have been fans for years. Some people may not have cared much about basketball before, but they’ll have a lifelong passion for the sport now. One thing is for sure: this historic win has put basketball in the Canadian sports limelight. With it, grassroots basketball programs can expect a surge in interest, and they’ll need sponsorship to help them manage the demand. A Growing Fanbase It’s taken almost a quarter-century for the Toronto team to win the title, but the Raptors are still a young franchise. The NBA and basketball don’t have the extensive fanbase that some other sports have. That said, it’s easy to see basketball’s fanbase is growing in Toronto and beyond. This historic win has done plenty to increase visibility and interest in the sport. For some Canadians, basketball has always been part of their lives. Many young people have grown up watching basketball played in Canada’s biggest city. For some, basketball is part of their cherished family memories. Whether it’s watching at home or having a parent take them to the game, basketball is a shared experience. From Fans to Players Watching their sports heroes no doubt inspires young people to test their skills. When they’re dribbling down the court, they can imagine themselves under the lights of an NBA stadium. Of course, only a handful of talented players make it to the big...