The Raptors received the Team Sponsorship Activation of the Year Award at the NBA Summer Meetings last week in Las Vegas. The NBA invited each team in the league to submit its best activations from the 2014-2015 season. From there, a collective group of team presidents and league executives voted for the best activation that met the following criteria:

  • Measurable results
  • Creativity
  • The use of integrated channels
  • Fan engagement

The Toronto Raptors took the cake with their Swiffer sponsorship activation.

 The “Swiffer Certified for the Raptors Hardwood” program encouraged fans to purchase $15 worth of Swiffer products. As a result, fans received a piece of the Raptors court from the team’s 1995-96 inaugural season. Through this activation, fans took home memorabilia unique to the team’s history while Swiffer swept in some profit.

 Accompanying the Raptors Hardwood program was the:

  • Swiffer “Man Clean” movement, designed with efforts to erase the negative stigma about men.
  • Swiffer “Man Clean” Crew that cleaned the court during timeouts of Raptors home games.
  • “Swiffer Upgrade to the Hardwood” in-arena experience that rewarded two lucky fans with the chance to sit courtside at a home game.
  • “Swiffer Hardwood Matchup” that featured the marquee matchup of the night between a Raptors player and a player from the opposing team, while including key stats.