The Toronto Raptors and BioSteel Sports Nutrition Inc. announced Friday the Canadian company has become an official partner of the NBA’s only Canadian franchise. The partnership between these Canadian sport brands began long before Friday’s official announcement as it was in Air Canada Centre, the home of the Toronto Raptors, that the first BioSteel formula was used. Matt Nichol, BioSteel co-founder, formula creator and former strength and conditioning coach of the Toronto Maple Leafs began creating a formula that eventually became requested by multiple Leafs and Raptors players.
“I have had individual Toronto Raptors players using my formulas for more than a decade, from the time they were just in their prototype stage,” said Nichol. “To see how our company has grown and evolved to the point that we are now able to be official partners is extremely exciting.”
As part of the partnership, the brand new, 68,000 square foot Raptors training facility will be named BioSteel Centre. The two-storey building located in Toronto’s Exhibition Place is set to open early February 2016, just in time for the 2016 NBA All-Star Weekend. As a brand, BioSteel continuously looks to help improve athletic ability and performance and naming a space dedicated to the same principles was an ideal and obvious choice.
“The new Raptors training facility is an example of investing all of our resources and effort into development and long-term excellence, so it’s very fitting to partner with a company like BioSteel that shares the same purpose and vision,” said David Hopkinson, Chief Commercial Officer at MLSE. “BioSteel is a proudly Canadian company making an impressive impact in the sports industry, both at the professional and amateur levels, and we are thrilled that they will be featured prominently on the Raptors’ new training facility as well as being an important partner in the team’s growth and success.”
Another element of the partnership includes BioSteel branding on the team’s official practice jersey. The BioSteel logo will be featured on the top right corner of the practice jersey and marks the first time a partner has appeared there. Other components of the partnership include branding of the Raptors and visiting team benches, in-arena signage during all Raptors home games, ownership of the “BioSteel Performer of the Game” featured both on social channels and in-arena and BioSteel Nutritional Bars will now be available at all vending locations at Air Canada Centre.
“Authenticity is everything to us. The Toronto Raptors have been ordering BioSteel products for years. When the opportunity to formally partner with the Raptors came about it was a must,” said John Celenza, President of BioSteel Sports Nutrition Inc. “It’s true that invoice 001 at BioSteel was issued to the Toronto Raptors and now five and a half years later things have come full circle.”
The partnership between Toronto Raptors and BioSteel also speaks to the advances the sport of basketball has made in Canada over the last several years. With more Canadians in the NBA than ever, BioSteel is committed to continuing to play a role in the sport’s growth. In addition to being named an official partner of the Toronto Raptors, it is also the creator of the BioSteel All Canadian Game and the official drink of Canada Basketball.
About BioSteel Sports Nutrition Inc.
BioSteel is a Canadian operated sports nutrition company that was built on the mandate of providing the safest, healthiest, and most effective line of nutritional products available. BioSteel’s line of nutritional products range from a sugar and caffeine free sports beverage with no artificial flavours, colours, or preservatives, to a line of proteins and a variety of nutritional bars. BioSteel products are currently readily available across Canada, and globally with select retail partner.
Maple Leaf Sports & Entertainment (MLSE) one of the world’s premier sports and entertainment companies, owns the Toronto Maple Leafs (NHL), Toronto Raptors (NBA), Toronto FC, Toronto Marlies (AHL), Raptors 905 (NBA D-League), and TFC II (USL). It also owns Air Canada Centre, Maple Leaf Square, two digital channels – Leafs TV and NBA TV Canada and has a partnership with Live Nation – the biggest concert promoter in the world. MLSE has also invested in and operates five of Toronto’s sports facilities – Ricoh Coliseum, BMO Field, Kia Training Grounds at Downsview Park, home of Toronto FC’s Academy and the First Team’s practice facility, and the MasterCard Centre for Hockey Excellence, the practice facility for the Maple Leafs and Marlies.