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HBC Announces Partnership with Toronto Raptors 

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The Hudson’s Bay Company has announced a multi-year partnership with NBA team Toronto Raptors which will see newly formed digital division The Bay become the Official Style Partner of the sports franchise.

The four year partnership will see activations and ‘digitally-integrated moments’ that will include co-branding of the player tunnel, branded courtside LEDs and ‘In-Game Moments.’ The Bay will host home game arena ‘take-over’ nights which will include support of Hudson’s Bay Charter for Change, a Hudson’s Bay Foundation initiative that works with partner organizations including MLSE Foundation, the charitable arm of MLSE that aims to accelerate racial equity in Canada.

Later in the season, The Bay says that it will unveil an exclusive product collaboration as part of the partnership with the NBA to supply collector-worthy apparel with net proceeds from the sale to support Hudson’s Bay Charter for Change.

Jordan Vader

“We are proud to partner with an iconic Canadian brand that many of our fans know and love,” said Jordan Vader, VP, Global Partnerships, MLSE. “In addition to the exciting opportunities The Bay has planned, we look forward to the positive impact Hudson’s Bay Charter for Change will have, and the great work MLSE Foundation is doing in the community to support youth facing barriers.“

Allison Litzinger
Allison Litzinger

“We are excited to team up with these renowned organizations that encourage expression of style and experiences, align with our values, and The Bay’s brand mission to help Canadians live a colourful life,” says Allison Litzinger, VP Brand at Hudson’s Bay Company. “This partnership will continue to create discovery and delight for all The Bay has to offer, especially for Raptors fans across the country. It’s a true superteam.”

The October season tip-off marks the start of the partnership where HBC’s iconic ‘stripes’ will become visible as part of the Toronto Raptors partnership. 

Article Author

Craig Patterson
Located in Toronto, Craig is the Editor-in-Chief of Retail Insider and President/CEO of Retail Insider Media Ltd. He is also a retail analyst and consultant, Director of Applied Research at the University of Alberta School of Retailing in Edmonton, and consultant to the Retail Council of Canada. He has studied the Canadian retail landscape for over 25 years and he holds Bachelor of Commerce and Bachelor of Laws Degrees.

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