SiriusXM is celebrating its role as the official audio streaming partner of the Toronto Raptors with a campaign running from December to February that highlights its partnership with the team.
The campaign included SiriusXM’s first activation of the season as a partner with the team during the Raptors-Knicks game on Dec. 9, when the team’s iconic mascot stepped into the game zone, sporting an oversized SiriusXM-branded headset. The Raptor also toured several locations near Scotiabank Arena, handing out gifts to passersby and rewarding some people with seats to enjoy the game in person.
Susan Simpson, director of marketing for SiriusXM Canada, tells strategy that with the NBA season underway, the campaign aims to draw attention to the services SiriusXM offers sports fans, such as live Raptors games on the Canada Talks radio station, and exclusive content on NBA Radio, which includes daily NBA-focused programming with hosts, former players and coaches.
“The goal was to reach Raptors fans and audio lovers outside of the arena to further position SiriusXM as the official audio music streaming partner of the Toronto Raptors,” Simpson says. “The campaign is just another way for SiriusXM to show up authentically, highlighting our Raptors in-game entertainment experiences, exciting music integrations and all the exclusive basketball content you can only get on SiriusXM.”
SiriusXM’s multi-year partnership with the Raptors first launched in 2023, after introducing a revamped SiriusXM platform and a new streaming app. Since then, the brand has rolled out the SiriusXM halftime show, dance cam and a warm-up playlist at every home game, as well as a fan-contributed Raptors gameday mixtape on its app.
“This partnership with the Toronto Raptors is an important example of SiriusXM’s commitment to connecting with new listeners and fans authentically…It’s critical that we continue to demonstrate how our platform can connect fans through experiences and unforgettable moments both on and off the air,” Simpson says.
The campaign is being supported by organic and paid content, paid and earned creators, and DOOH. SiriusXM has been launching content on GTA digital media, including on the Daily Hive and BlogTO. Paid content is rolling out on Instagram and TikTok, and ads on digital screens in GO York Concourse at Union Station are also being deployed. Paid media will be available until Feb. 5, while the OOH ads will run until Feb. 28.
Conflict Advertising was behind the creative, while Epitaph Group handled media buying. Zeno Group led PR. Ag Creative was responsible for the filming of the creative assets.
SiriusXM creates and offers ad-free music, sports interviews, live events, comedy content, news and podcasts. It’s available in vehicles from all major automotive companies, and as on smartphones and all connected devices on the SiriusXM app.
