Raptors: 'Started From the Bottom..."

Link to Article: Raptors Hire Drake, Will Host 2016 All-Star Game

First Paragraph (Summary of Article) -> You do not need to write this heading

Drake with GM Masai Ujiri and CEO Tim Leiweke

Well, it's official! Toronto will be hosting the 2016 NBA All-Star Game and not only that, but Drake has been hired by the Raptors to be a "global ambassador."  The article mentions that the NBA All-Star game has never been held outside of the U.S. and that in itself is monumental.  The All-Star game will bring over $100 million in economic activity to the city as well as some basketball excitement to a city that has seen very little success with their Raptors since the good 'ol Vince Carter Days.  In addition, the article mentions that Drake will be a part of the process that sees the Raptors undergo a total re-branding that includes "new colours and branding, though not a new name."

Second Paragraph (My opinion/analysis + connection to course concepts) -> You do not need to write this heading

Overall, I am cautiously optimistic about the recent news, though I admit I have a bit of intrigue.  The All-Star game should be cool at the very least - to have all those stars in the city.  It would be a good time to check out downtown and perfect timing for many of you who will be hitting 19-20 around then.  However, I am sure marketers and organizers of the event are going to use a Premium Pricing Strategy for tickets as there will be lots of demand for this one-time event.  The wealthy in Toronto with lots of disposable income will be more than willing to dish out a few hundred bucks a seat.
The Drake move and rebranding are the big question marks.  I understand WHY they brought in Drake.  Let's face it...the guy reps Toronto hard and is liked     and followed by many teenagers and young adults, big not only in rap/hip-hop culture - the target market of much of the NBA - but he's big enough that he's mainstream too: my mom even knows the guy. So I suppose having him as an ambassador can't hurt because as the article states he will "not only attract fans but draw also top-level free agents to Toronto." More fans = more sponsorship = more $$ for MLSE.  However, the second part (drawing top level free agents) is where I am cautious! I've heard this before when  the Raps brought in Bryan Colangelo and all we
got was Jermaine "over the hill, no knees" O'Neal and Hedo "I like Pizza Pizza-"Ball" " Turkoglu who was no "Turkish Jordan" as they said.  As for the team's rebranding? Meh...I think the Raptors do have a decent brand already.  The bottom line is the team needs to win...BOTTOM LINE.  You can pull out all these gimmicks - change colours, get celebrities, etc., etc., etc. - but if the team doesn't win you will not attract any big star free agents NOR will the consumers (fans) waste their hard-earned dollars in exchange for a poor product on the court. The Raps are definitely 'starting from the bottom'...only time will tell if they stay there.

                                                                                        (Turkoglu's acquisition was as bad as this commercial he made)

What do you guys think?

You can view the presser here: