Trademark Trial and Appeal Board Electronic Filing System. http://estta.uspto.gov ESTTA Tracking number: ESTTA1036202 Filing date: 02/14/2020

IN THE PATENT AND TRADEMARK OFFICE BEFORE THE TRADEMARK TRIAL AND APPEAL BOARD Proceeding 91222422 Party Defendant Maple Leaf Sports & Entertainment Partnership and Maple Leaf Sports & Enter- tainment Ltd. Correspondence ANIL V GEORGE Address NBA PROPERTIES INC OLYMPIC TOWER 645 FIFTH AVE NEW YORK, NY 10022 UNITED STATES [email protected], [email protected], [email protected], pmor- [email protected], [email protected], [email protected], [email protected], [email protected], [email protected], [email protected] 212-407-8000

Submission Testimony For Defendant Filer's Name Eleanor M. Lackman Filer's email [email protected], [email protected], [email protected], [email protected] Signature /Eleanor M. Lackman/ Date 02/14/2020 Attachments Arena - Declaration.pdf(512631 bytes ) Arena - Exhibits 1-9 - Redacted.pdf(4278752 bytes ) Arena - Exhibits 10-12.pdf(3750966 bytes ) Arena - Exhibits 13-23 - Redacted.pdf(5870996 bytes )

IN THE UNITED STATES PATENT AND TRADEMARK OFFICE TRADEMARK TRIAL AND APPEAL BOARD

In re Applications of Maple Leaf Sports & Entertainment Ltd. and NBA Properties, Inc.

Serial Nos.: 86/480573; 86/480603; 86/480655; 86/480693; 86/480716; 86/480739; 86/480248; 86/480297; 86/480313; 86/480332; 86/480362; 86/480532; 86/480507; 86/480488; 86/480463; 86/480434; 86/480405; 86/480388; 86/641420; 86/641438; 86/641393

For the Marks:

MONSTER ENERGY COMPANY,

Opposer and Counterclaim Defendant, Opposition Nos.: 91222422 (Parent) 91222445 v. 91226092 91228458 MAPLE LEAF SPORTS & ENTERTAINMENT LTD., and NBA PROPERTIES, INC.

Applicants and Counterclaim Plaintiffs.

DECLARATION OF CHRISTOPHER ARENA

I, Christopher Arena, hereby declare and affirm as follows:

1. I have worked at NBA Properties, Inc. (“NBAP”) for more than twenty-five years and am currently Senior Vice President of On Court and Brand Partnerships in NBAP’s Global

Merchandising Group. In that capacity, I am responsible for, among other things, overseeing the development of all team identities and outfitting, the implementation of all on-court equipment, and the review and development of all NBA team identities and related logos in connection with usage on collateral consumer products for the National Association (the “NBA”) and the league’s thirty member teams across North America, including the

(sometimes referred to herein as the “Raptors”). I have also assisted with and/or overseen every team logo and uniform change across the NBA since as early as 1997.

2. As a result of this experience, I am very familiar with the Raptors’ original branding and team identity as well as the brand refresh that was undertaken by the Raptors around 2012 and implemented over the next several years. I am also very familiar with the use of the Raptors’ name and logos, including the wide variety of branded collateral consumer products produced, offered for sale, sold, and distributed throughout the United States.

The History of the Toronto Raptors and the Team’s Original Iconography:

3. Maple Leaf Sports & Entertainment (“MLSE”) is the proprietor of the famous

Toronto Raptors, a Canadian professional basketball team that competes in the NBA. The Raptors

play at its home arena, the (formerly known as the Air Canada Centre), in

Toronto, Ontario, Canada, and at basketball venues and arenas throughout the United States.

4. The Raptors basketball team began operations and joined the NBA in 1995 and

launched a brand identity designed to engage young fans in the market. Thus the team’s original

iconography—including the teams’ name, nickname, logos, and official mascot—drew on the

popularity of dinosaurs. A “raptor” had become well-known as a type of dinosaur. Attached

hereto as Exhibit 1 are representative photos of the team’s official mascot, namely, the “Raptor,”

a red velociraptor dinosaur donning basketball shoes and a jersey numbered 95 for the year of the

team’s establishment, which remains the Raptors’ official mascot to this day.

5. The Raptors first adopted the “Toronto Raptors” team name, the “Raptors” team

nickname, and several basketball and dinosaur-themed design marks in or around 1994, following

a nationwide contest in Canada to choose the unique and distinct name and logo of the team. These

several design marks (what we now refer to, collectively, as the Raptors’ “Hardwood Classics

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Marks”) are depicted below, including the primary logo featuring a red cartoon-like dinosaur dribbling a silver basketball with its claw against a purple background and several secondary logos featuring a combination of elements related to a raptor dinosaur and basketball. Among the

Hardwood Classic Marks, and most pertinent here, is a secondary logo comprised of a three- pronged talon design imprinted with the seams of a basketball (the Raptors’ “Prior Claw Mark”).

Raptors’ Hardwood Classics Marks Toronto Raptors & Raptor Design Mark Raptor Design Mark

Raptor & Ball Design Mark TR & Raptor Design Mark

Prior Claw Mark

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6. The Hardwood Classics Marks have been subject to extensive use, by the NBA and

MLSE, since the team’s inaugural season and have become a well-recognized part of the fabric of the Raptors basketball team. Specifically, since at least as early as 1995, MLSE has continuously and extensively used these marks, including, in particular, the Raptors’ Prior Claw Mark, throughout the United States in connection with a variety of goods and services related to the

Raptors basketball team, including, for example, basketball game and exhibition services and a wide variety of collateral consumer products. The products branded with the Raptors’ Prior Claw

Mark have included, but are not limited to, clothing, accessories, stickers and decals, bags, toys, sporting equipment, headgear, jewelry, and wristbands. Attached hereto as Exhibit 2 are representative examples showing use of the Raptors’ Prior Claw Mark in connection with the sale of game tickets, on the court, and during the broadcast of Raptors games. Attached hereto as

Exhibit 3 are representative examples of products bearing the Raptors’ Prior Claw Mark.

7. MLSE quickly achieved considerable success under the Hardwood Classics Marks.

For example, more than $20 million of merchandise sales was reported in the first month after the announcement of the Raptors’ team name and logos. The Raptors also reported 50% deposits on

15,287 seats in advance of its inaugural 1995-1996 NBA season.

8. Over many years, millions of fans throughout the United States have seen and have purchased millions of dollars worth of products bearing the Hardwood Classics Marks, including the Raptors’ Prior Claw Mark. As a result, these fans have become familiar with the many branded marks of the team, including the Raptors’ Prior Claw Mark, and these marks are now widely recognized and famous among the general public.

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The Evolution of the Raptors’ Iconography and Team Identity:

9. The identity and branding of the Raptors have evolved over the years as the team,

its fans, supporters, licensees, and partners, have found new avenues to express the team’s identity.

However, certain fundamental aspects of the Raptors’ identity and branding—including the team’s name, nickname, official mascot, and thus, the team’s close association with the raptor dinosaur—

have remained consistent. Also, the team’s logos have consistently featured a claw element, which

has always been and continues to be immediately understood as a reference to a raptor dinosaur.

10. In or around 2012, MLSE came up with the idea and, and with the NBA’s approval,

began formulating a plan to refresh the Raptors’ existing iconography and identity in celebration

of the team’s then-upcoming 20th anniversary.

11. The execution of the Raptors’ original iconography and identity associated with its

original young fan base had lost much of its relevance and consumer appeal relating to the

popularity of dinosaurs with the passage of time. While the raptor dinosaur and its claw had

become iconic and ingrained in the team’s identity through more than fifteen years of extensive

use, by 2012, the young fans who were once captivated by the colorful, cartoon-like dinosaur that

featured prominently in the Raptors’ Hardwood Classics Marks had grown up. The time was ripe

for a brand refresh to reflect the modern marketplace and the simple, sleek aesthetic that appealed

to the modern consumer (and was more in line with the branding already adopted by other NBA

member teams).

12. Consistent with the NBA’s general approach to updating member teams’ brands,

MLSE set out to refresh the Raptors’ iconography and identity in a way that would best position

the team for the future and, at the same time, celebrate the team’s past by incorporating and

maintaining strong ties to the team’s existing identity. The ultimate objective was to reinforce the

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Raptors’ brand as a sophisticated, established sports franchise that is respected and admired by the

NBA, the industry, and most importantly, the Raptors’ fans.

13. In furtherance of this objective, MLSE developed a very robust marketing plan that

would be implemented in the years leading up to the Raptors’ 20th anniversary and spike in the

2015-2016 NBA season with the Raptors hosting the NBA All-Star Game at its home arena in

Toronto, marking the first time the event was ever held outside the United States. The 2016 NBA

All-Star Game coincided with the 125th anniversary of the invention of the game of basketball by

a Canadian and would forever cement Toronto’s reputation as a leading basketball market.

14. A major part of MLSE’s marketing plan was to develop and implement a more

current, compelling, and memorable visual identity for the Raptors, including new logos, new

uniforms, and a new brand campaign.

15. To this end, in or around 2012, MLSE engaged a third-party marketing agency,

namely, Sid Lee, to with the ideation, development, and design of new iconography for the

Raptors. Attached hereto as Exhibit 4 is a copy of the creative brief that MLSE prepared and

submitted to Sid Lee in connection with the engagement. MLSE informed Sid Lee that its

objective was modernize the Raptors’ years-old iconography and draw on the qualities that fans

and the public alike had come to uniquely associate with the team, including, in particular, the

raptor dinosaur and the team’s status as the only Canadian team in the NBA.

16. Within a month, Sid Lee came back to MLSE with proposed new iconography—

complete with proposed new logos, new uniforms, and a brand campaign built around the slogan

“We The North”—that so perfectly captured MLSE’s objective that it was ultimately selected and

adopted by the Raptors without any further rounds of proposals.

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17. Most pertinent here, Sid Lee presented, and the Raptors selected and later adopted,

a new primary logo (shown on the left, below) featuring a basketball with seams resembling the

raptor dinosaur claw that has long been associated with the team inside of a circle with the team’s

name, “Toronto Raptors,” in -lettering (the Raptors’ “Primary Ball Mark”), as well as a new secondary logo (shown on the right, below) that is comprised solely of a similar basketball with claw-inspired seams (the Raptors’ “Secondary Ball Mark” and, together with the Primary Ball

Mark, the Raptors’ “Ball Marks”).

Raptors’ Primary Ball Mark Raptors’ Secondary Ball Mark

18. MLSE selected Sid Lee’s proposed new iconography—and, in particular, the

Raptors’ Ball Marks—because it has the simple, sleek look that MLSE had envisioned and also

remains true to the Raptors’ history by incorporating salient features of the team’s original

iconography. One such feature is the raptor dinosaur claw, which has been used continuously

throughout the team’s existence to signify the team’s name and mascot and, when used in

combination with a basketball (as it is in the Raptors’ Prior Claw Mark and the Ball Marks alike),

is immediately recognized as a reference to the Raptors basketball team.

19. In fact, the Ball Marks appear as an extension of the Raptors’ original marks,

including the Prior Claw Mark, all of which prominently feature a basketball and similar iterations

of the well-recognized three-pronged dinosaur claw. The Ball Marks bring these brand sentiments

to life: whereas the claw in the Raptors’ Prior Claw Mark is static, the claw’s positioning along

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the seams of the basketball in the Ball Marks evokes the aggression of a raptor dinosaur—the team’s namesake and mascot—ripping through a basketball. The evolution of the Raptors’ marks, dating back to 1994, is shown below.

Evolution of the Raptors’ Marks 1994 1995 2008 2014

20. The Raptors’ new iconography—including, but not limited to, in-arena signage, on-

court equipment, new uniforms, and collateral merchandise bearing the Raptors’ Ball Marks—was

launched over an approximately 18-month period, starting in 2014, and officially introduced and

implemented in or around the 2015-2016 NBA season.

21. First, in April 2014, the Raptors marked a new era, and attitude, in the team’s

history with the launch of the “We The North” brand campaign, which is essentially a battle cry that celebrates the Canadian team’s unique status as an “outsider” from the “north.” The video proclaimed Canada (“the north”) to be “in a league of [its] own, one step removed, just beyond the

boundaries,” featuring shots of Toronto landmarks, snow, and people playing basketball, and ending with an image of the now ubiquitous black-and-white “We The North” flag.

22. On December 19, 2014, the Raptors took the next step in redefining the team’s identity with the launch of the Ball Marks together with another video, this time, proclaiming that

“We The North is our battle cry and this is our shield.” The “shield” refers to the Raptors’ Primary

Ball Mark, which looks like a circular shield with a ball torn by the unmistakable attack of a raptor

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dinosaur. Attached hereto as Exhibit 5 is a copy of the relevant press release (available on the

NBA’s website, https://www.nba.com/raptors/press-releases/logo_121914).

23. On August 3, 2015, the Raptors unveiled the team’s new uniforms, which feature the Raptors’ Secondary Ball Mark on the side of the uniform’s shorts as part of a tribute to Toronto.

Specifically, the abbreviation “T.O.” is stitched on the side of the shorts, with the Raptors’

Secondary Ball Mark representing the letter “O,” as a shout-out to Toronto (sometimes referred to as the “T Dot”). Attached hereto as Exhibits 6 and 7 are, respectively, a copy of the relevant press release (available on the NBA’s website, https://www.nba.com/raptors/press-releases/uniforms-

080315) and images of the new uniforms obtained from a page of the Raptors’ website that was specifically created for the uniform launch, https://www.raptors.com/uniforms.

24. The launch of the Raptors’ new iconography was extremely successful and garnered widespread media attention and fan engagement. In fact, the uniform launch day was the most impactful day on social media that the Raptors had ever had up to that point. Attached hereto as Exhibit 8 is a copy of the uniform launch digital impact report.

25. In addition, attached hereto as Exhibit 9 are a representative sampling of relevant media and news articles, many of which comment on the evolution of the Raptors’ brand and consistent use of a dinosaur and claw. For example, in an article entitled Take a look at the Toronto

Raptors’ new grown-up logo. The dinosaur is extinct., dated December 20, 2014, the Washington

Post states: “For the first time, the Toronto Raptors primary logo will not feature a cartoon dinosaur. While your inner, Barney-loving child cries out in protest, your adult aesthetic senses will likely be pleased. When the dinosaur absconded from the logo, he left his indelible claw marks slashed into the new 2015/16 logo’s basketball.”

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The Use and Widespread Public Recognition of the Raptors’ Ball Marks:

26. Over the years, through continuous and extensive use (described in detail below),

the Raptors’ Ball Marks have become a ubiquitous and immediately recognizable identifier of the

Raptors basketball team, appearing extensively at the team’s home arena (including on the

of the court), at NBA basketball venues and arenas throughout the United States, on the players’

uniforms, on game tickets, and during broadcasts of NBA games and exhibitions.

27. Since officially adopting the Ball Marks, millions of people have attended the

Raptors’ basketball games in person or watched the games on various nationwide television

networks or through streaming software and mobile applications, resulting in widespread exposure

of the Raptors’ Ball Marks to fans and consumers.

28. The Raptors’ games routinely receive extensive television coverage on sports and

news channels featuring team scores, game footage, game statistics, and interviews with players

and coaches. Attached hereto as Exhibit 10 are representative examples of the use of the Raptors’

Ball Marks in connection with these television broadcasts.

29. The Raptors’ online presence also results in enormous consumer exposure to the

Raptors’ Ball Marks. For example, the Raptors’ website—through which fans can, among other

things, access team statistics, schedules, news, videos, and other information about the team—

prominently feature the Raptors’ Ball Marks and is frequented by Raptors fans. Attached hereto

as Exhibit 11 are screenshots of the Raptors’ team website (https://www.nba.com/raptors).

30. The Raptors have enjoyed tremendous success in the league during this time,

including making the playoffs and winning its division multiple times each, setting the franchise’s

record number of wins in a regular season, and reaching and winning the NBA Championships for

the first time in 2019. This success has provided additional consumer exposure and solidified the

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widespread recognition of the team’s name and branding, including the Raptors’ Ball Marks.

Attached hereto as Exhibit 12 are a representative sampling of relevant media and news articles.

The Products and Services Offered Under the Raptors’ Ball Marks:

31. Since at least as early as December 19, 2014, the Raptors’ Ball Marks have been used continuously and extensively in commerce in connection with, inter alia, basketball games

and exhibition services, the production and distribution of radio and television broadcasts of

basketball games and exhibitions, and store services featuring an array of basketball-themed

merchandise. Attached hereto as Exhibit 13 are representative examples of the foregoing uses.

32. The widespread fame and public recognition of the Raptors team has translated into

a strong demand for collateral consumer products bearing the team’s name and logos, including

the Raptors’ Ball Marks. Since at least as early as December 19, 2014, the Raptors’ Ball Marks

have been used in connection with an enormous variety of collateral consumer products

(collectively, the “Raptors Products”), including, but not limited to, clothing and apparel for men,

women, and children, cell phone covers and accessories, headphones, video games, sunglasses,

jewelry, cuff links, tie clips, watches, basketball trading cards, stickers, decals, tissues, crayons,

notebooks, calendars, children’s activity and coloring books, greeting cards, backpacks, umbrellas,

beach bags, handbags, luggage, briefcases, business card cases, cosmetic cases, toy boxes and

chests, pillows and seat cushions, hand-held mirrors, picture frames, children’s furniture, sleeping

bags, stainless steel water bottles, lunch boxes, decorative and commemorative plates, cookie tins,

piggy banks, household linens, cloth flags, adult’s and children’s party games, trivia games, dolls,

toy action figures, plush toys, jigsaw puzzles, and toy cars. Attached hereto as Exhibit 14 are

representative examples of the Raptors Products.

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33. The Raptors Products are highly desirable and extremely popular, especially among the Raptors’ fans who (like most sports fans) generally view owning, wearing, and/or using products branded with the team’s name and logos as a meaningful and public way to show their loyalty and support for the team.

34. The retail prices for the Raptors Products vary significantly, but the vast majority of Raptors Products retail for more than $5.00.

Channels of Trade for Products and Services Offered Under the Raptors’ Ball Marks:

35. The primary trade channels for products and services offered in conjunction with the Raptors’ Ball Marks are basketball venues and arenas where games are played, well-known third-party and NBA licensees stores (as described below), and the various television networks that broadcast such games.

36. The NBA broadcasts or telecasts its basketball games and other NBA programming

(such as game highlight shows) nationwide. According to information provided by the NBA’s marketing department, the 2015-2016 NBA season attracted more than 1 billion viewers worldwide. In the United States, NBA games, including Raptors games, are broadcast on major networks. Consumers in the United States can also watch virtually every NBA game, including

Raptors games, past and present, live or on-demand, through online streaming via the NBA League

Pass service located at http://watch.nba.com/.

37. The Raptors Products are offered to consumers throughout the United States through various other tightly-controlled trade channels, both online—particularly, on the NBA’s online store (https://store.nba.com), MLSE’s online stores (https://store.nba.com/toronto-raptors/ and https://shop.realsports.ca/pages/toronto-raptors), and the online stores of numerous other well- known retailers such as Nike.com, Fanatics.com, and FansEdge.com—and at traditional brick-

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and-mortar retail stores, including in-stadium concessionaires, the NBA store on in

New York, sporting goods stores such as Dicks’ Sporting Goods, Champs Sports, and Foot Locker, and the sporting goods sections of department stores. Attached hereto as Exhibit 15 are

representative examples of printouts from various websites promoting, offering for sale, and/or

selling the Raptors Products, including from the NBA’s and MLSE’s online stores and several of

the other retailers listed above.

38. The Raptors Products generally are not sold in gas stations, convenience stores,

grocery stores, drug stores (e.g., CVS), or vending machines and/or would not be sold side-by-side with Monster products at such locations. It is highly unlikely that a product branded with the

Raptors’ Ball Marks and a Monster product would ever be sold side-by-side at the same store.

Marketing Channels for Products and Services Offered Under the Raptors’ Ball Marks:

39. MLSE has invested substantial time and resources in marketing, advertising, and

promoting the Raptors team and brand, including the various products and services offered in

conjunction with the Raptors’ Ball Marks, and does so primarily within its team territory and

through channels that are owned and/or controlled by the NBA and/or MLSE, including, for

example, the arena where Raptors games are played and through their official websites and social

media accounts.

40. MLSE’s marketing efforts are broadly targeted at NBA fans or anyone who is interested in and/or interacts with the game of basketball, regardless of their age, gender, or other demographics. Notably, however, when the team was established in the mid-1990s, the Raptors’ target market was primarily women, children, and new Canadians, leaving the older men to the much more popular sport in Canada at the time: hockey.

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41. The NBA and/or MLSE market, advertise, and promote the Raptors online, including through the NBA’s official website (https://www.nba.com), the Raptors’ official website

(https://nba.com/raptors), and on social media. The NBA has created one of the largest social media communities in the world, with more than 1.3 billion social media content subscriptions and interactions globally across all league, team, and player platforms, in order to provide regular news, information and updates on the NBA and its member teams, including the Raptors, to fans and subscribers nationwide (and around the world) through their social media accounts. The NBA and the Raptors also engage with consumers through social media sites such as Facebook, Twitter,

Instagram, and YouTube. Attached hereto as Exhibit 16 are screenshots from a sampling of these social media sites.

42. The Raptors team and brand is also marketed through more traditional channels, including, for example, by placing advertisements on social media platforms, on television during the airing of Raptors’ games, and on “out-of-home” channels such as billboards, the subway, transit shelters, and bus wraps. This type of advertising accounts for only a very small part of

MLSE’s overall advertising efforts. Additionally, while the social media ads can be seen by anyone with an internet connection, the television ads and out-of-home ads typically do not reach consumers in the United States. The television ads have aired only on Canadian market television broadcast networks and the out-of-home ads have been placed only within the team territory and/or in close proximity to the Raptors’ arena in Toronto.

43. MLSE has engaged in a number of widespread, strategic, and highly visible marketing and promotional campaigns to support the public’s recognition of the Raptors team and game attendance and viewership, including the extremely successful “We The North” campaign discussed above.

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44. The NBA and its teams, including the Raptors, also support a range of programs,

partners and initiatives that strive to positively impact children and families. This includes the

NBA’s global community outreach initiative, known as “NBA Cares,” which addresses important

social issues such as education, youth and family development, and health and wellness by, among

other things, conducting various basketball development and community outreach programs. For

example, Jr. NBA is a global youth basketball participation program that helps encourage and

support youth basketball leagues and organization. The Jr. NBA events consist of basketball skills

development clinics, training camps, and competitions, and feature both current and former NBA

players. As of 2015, Jr. NBA events have reached more than 5 million youths ages 6-14 in the

United States and Canada. Attached hereto as Exhibit 17 are excerpts from the Jr. NBA website for the United States and related media coverage describing the Jr. NBA events.

The NBA and the Raptors’ Consumers:

45. The NBA has a very loyal and active fan base, with more than 78 million NBA fans

across the United States.

46. The Raptors’ fans are among the most loyal and engaged, even more so in recent

years due to the team’s widely-publicized successes. The Raptors’ fans have a deep knowledge of

the team’s history and take pride in their role in the growing success of basketball globally.

47. According to a recent study, NBA fans are generally affluent and career-minded,

tech-savvy, influential trend-setters, eco-conscious, lead healthy and active lifestyles, and span all

demographics. For example, according to the same recent study, more than a third of NBA fans

are female; more than half of NBA fans are 35 years old or older; and nearly a quarter are 17 years

old or younger. Further, only 17% of NBA fans are males between the ages of 18 and 34 years

old. Attached hereto as Exhibit 18 are relevant excerpts from this study.

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48. The Raptors’ fans are mostly Canadian, whether living in Canada, the United

States, or elsewhere, and also include people with an interest in particular players on the team.

The NBA and the Raptors’ Consumers Are Sophisticated and Receptive to Sponsorships:

49. The NBA and Raptors’ fans are very discerning and specific in their loyalties to individual teams and their purchases of game tickets and collateral consumer products are generally driven by fandom. As noted, these collateral consumer products are regarded by fans as an expression of loyalty to a particular team and as a form of appreciation for players that contribute to the team’s success.

50. League and team-affiliated merchandise is purchased with great care. The NBA and Raptors’ fans are sophisticated and exhibit a high level of knowledge about the range of products offered by the league and member teams and the logos that are branded on such products.

51. The NBA and Raptors’ fans are also well-acquainted with the concepts of sports

marketing and, through exposure to advertisements and in-arena signage, understand the role of

sponsorships in the sports world.

52. Generally, sports marketing is a promotional strategy linking a company to sports

in the form of sponsorship of leagues, teams, and/or events. It includes the right to affiliate or

directly associate with a league, team, or event for the purpose of deriving benefits related to that

affiliation or association. The sponsor then uses this relationship to achieve its promotional

objectives to sell its own products and/or to facilitate its own broader marketing objectives, such

as brand promotion. The rights derived from the sports sponsorship relationship may include

media time associated with a sports team, entitlement to distribute promotionally at marquee

events, and/or hospitality associated with teams for select and VIP fans.

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53. Sponsorship agreements may include, among other things, the right to use a trademark and/or logo signifying the sponsor’s connection with the product or event in advertising, promotions, publicity, or other communication activities employed by the sponsor; the right to an exclusive association within a product or service category; the right of entitlement to an event or facility; the right to use various designations or phrases in connection with the product, event, or facility, such as “official sponsor,” “official supplier,” “official product,” and/or “presented by;” and the right to conduct certain promotional activities, such as advertising campaigns or sales- driven activities, in conjunction with the sponsorship agreement.

54. The NBA’s marketing and promotional sponsorship program attracts commercial sponsors from across a broad and diverse of industries and sectors, including insurance, financial services, technology, business analytics software, airlines, oil and gas, wineries, and many others. Both the NBA and the Raptors have enjoyed sponsorship partner relationships with some of the world’s most successful brands. The Raptors’ marketing and promotional sponsors, past and present, include Cisco Systems, Bell Canada, Harvey’s, Molson Coors, Ontario Lottery and Gaming, Air Canada, Aviva Canada, Bank of Nova Scotia, Canada Dry Motts, Canada Goose,

Canada Post, Canadian Tire, Casino Rama, Greenpark Homes, Horizons ETFs Management

(Canada) Inc., Jamaica Tourism Board, Lindt & Sprungli (Canada) Inc., Maple Leaf Foods Inc.,

Maple Lodge, Royal Canadian Mint, Shiseido Canada Inc., Tom Horton’s, McDonalds,

Weathertech Canada, Windsor University, and many others. Attached hereto as Exhibit 19 is a non-exhaustive list of NBA marketing and promotional sponsors, past and present.

55. In addition, Raptors’ home games in Toronto are played at the Scotiabank Arena, formerly the Air Canada Centre, which is sponsored by Scotiabank pursuant to an arena naming rights deal, which has been valued by media reports at approximately $800 million and is “believed

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to be the highest-priced annual building and team sponsorship in North American sports history.”

The arena was previously sponsored by Air Canada pursuant to an arena naming rights deal, reportedly valued at approximately $30 million.

56. Through these and other sponsorships, the NBA and the Raptors’ fans are accustomed to seeing banners and other marketing materials of third-party sponsors in and around the basketball arenas where games are played, and are not likely to be confused into thinking the relevant sponsor’s products are produced by and/or licensed products of the NBA or the Raptors.

To the contrary, these fans are aware that a sponsorship relationship only grants the sponsor permission to associate with the popularity, appeal, and success of the team and/or the league and does not function as a source identifier for such team and/or league.

57. NBA marketing and promotional sponsors gain tremendous commercial value and significant marketing exposure by entering into arrangements to use the trademarks of MLSE and other NBA member teams, including the Raptors, in order to promote their goods or services, and to associate their business with the NBA and its member teams, including the Raptors. Attached hereto as Exhibit 20 are representative examples of the use of the Ball Marks in sponsorship partner’s advertisements.

The 2016 NBA All-Star Logos:

58. The NBA All-Star Game is an annual basketball exhibition game that showcases

twenty-four of the league’s star players.

59. The All-Star Games are hosted by the NBA and one of the NBA member teams.

The NBA All-Star Games have been played at various venues in various venues throughout the

United States, from in to the Staples Center in Los

Angeles, California.

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60. The NBA is responsible for developing the branding and logos for the NBA All-

Star Games, which typically include standard elements related to NBA All-Star Games (e.g., the

NBA name and logo, stars, ) as well as an homage to the host team and/or city together.

61. The Raptors successfully bid to host the 2016 NBA All-Star Game in Toronto as part of the team’s strategic marketing plan to refresh its brand and reinforce Canada’s position as a leading basketball market. An announcement was made in September 2013.

62. In the spring of 2015, the NBA designed several logos for the 2016 NBA All-Star

Game in collaboration with the Raptors, each featuring a combination of the standard NBA All-

Star Game elements and an homage to the host team and city, particularly, the Raptors and

Toronto. Most pertinent here are the two secondary logos developed for the 2016 NBA All-Star

Game, including the clawed star mark (shown on the left, below) (the “Star Mark”) and the clawed star banner mark (shown on the right, below) (collectively, the “All-Star Marks”).

Star Mark Banner Mark

63. The All-Star Marks both include the clawed star element as a tribute to the Raptors.

These claw markings closely resemble those in the Raptors’ Ball Marks, which, through years of

extensive use, are closely associated with the Raptors’ team name and mascot, a raptor dinosaur.

The banner-like All-Star Logo also includes “TO” as an homage to the host city of Toronto.

19

64. The All-Star Marks were unveiled to the public on or around May 27, 2015.

Attached hereto as Exhibit 21 is a copy of the relevant press release (available on the NBA’s website, https://www.nba.com/raptors/press-releases/allstar-logo-052715).

65. The 2016 NBA All-Star Game took place, as scheduled, on February 14, 2016 at the Raptors’ home arena in Toronto. The All-Star Marks were displayed prominently at this one- game event, including at the arena, on the players’ uniforms, on game tickets, and during the broadcast of the game on the TBS television network. Attached hereto as Exhibit 22 are representative examples of the foregoing uses.

66. In addition, as is typically the case, the NBA also offered for sale and/or sold

(directly or indirectly through its licensees) a variety of clothing and apparel items in connection with the 2016 NBA All-Star Game. Specifically, the Star Mark has been used in connection with, inter alia, footwear, basketball sneakers, shirts, polo shirts, sweatshirts, sweatpants, pants, tank tops, jerseys, shorts, pajamas, head bands, wrist bands, aprons, undergarments, swim wear, and sun visors. Attached hereto as Exhibit 23 are representative examples of the All-Star Products.

67. The products bearing the All-Star Marks were sold for a limited period of time, around the time of the 2016 NBA All-Star Game, primarily in and around the arena in Toronto where the game was played. These products were also offered for sale, sold, and/or distributed through the NBA’s normal trade channels, which generally include the same types of trade channels through which the Raptors Products are sold.

I declare under penalty of perjury that the foregoing is true and correct to the best of my knowledge, information, and belief.

Dated: February 14, 2020 ______CHRISTOPHER ARENA

20 EXHIBIT 1

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Raptors Unveil New Primary Logo

‘Bold and confident’ mark represents the “We The North” attitude of both team and its fans

Posted: Dec 19, 2014

Last April, the Toronto Raptors marked a new era, and attitude, in the team’s history with the launch of the “We The North” campaign. Today the team took the next step in redefining the Raptors’ identity with the launch of its new primary logo, a circular shield with a ball torn by the unmistakable attack of a Raptor.

Launched with a video for fans that proclaims “We The North is our battle cry and this is our shield”, the new logo will be introduced in time for the 2015-16 NBA season.

“Last year during the playoffs, ‘We The North’ became a rallying cry for this team, and all of our fans,” said Raptors President and Masai Ujiri. “Our new logo represents that attitude and will be an important part of our identity starting next season.”

The logo will feature the team’s primary colours of red, black, white and silver with an alternate version in black and gold.

Team merchandise featuring the new Raptors logo will be in stores next Fall prior to the start of the NBA season.

The logo was designed by Sid Lee, the same creative services agency that developed the “We The North” campaign. TARaptors G S , Press Releases, logo

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Raptors Unveil New Uniforms

Designs pay tribute to Toronto and Canada

Posted: Aug 03, 2015

The Toronto Raptors, in partnership with NBA 2K16, announced Monday four new uniforms that will be worn with the start of the 2015 preseason. In a new and unique unveil posted at www.raptors.com/uniforms, NBA 2K16 created graphics of Raptors players in game action wearing the new uniforms.

The new look pays tribute to the City of Toronto as well as being the lone Canadian club in the National Basketball Association. The main colours will remain centred on Canada’s national colours of red and white. Black and silver will continue to be used for trim on the home white and red road uniform. The club will also sport two alternate black uniforms. A version with red, silver and white trim will return, joined by a special alternate featuring gold and white trim.

Raptors Global Ambassador unveiled a Cory Joseph alternate black jersey with gold and white trim during his OVOFest concert tonight at Toronto’s Molson Canadian Amphitheatre. Joseph, a native of the Toronto area who joined the club as a free agent in July, will wear number six to honour his Toronto roots

Jersey:

The chevrons on the side of the jersey will now point “north” to align with our slogan of “We The North.” The chevrons had pointed downward since being introduced as a uniform accent in 1999. The fonts are accented with silver lining, a throwback to our past. Player names on the back will now be arched rather than straight across. At the waist-level hem of the jersey is an upside-down tag with our “We The North” slogan. It will be visible to players when they tuck in their jersey, and will serve to remind them of what they represent. Engineered mesh finish with a subtle design to emphasize a more aerodynamic feel that follows the contours of the body.

Shorts:

The front of the waistband dons a Maple Leaf, incorporating our new look and feel with the symbol of our nation. The shorts have a shout-out to Toronto, sometimes referred to as the “T Dot.” “T.O.” is stitched on the side with our new logo representing the “O.”

Images courtesy of NBA 2K16 which will be available for PlayStation®4 system and PlayStation®3 computer entertainment system, Xbox One and Xbox 360; and Windows PC platforms on September 29, 2015.

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PHOTO: Raptors officially unveil new logo Toronto has a new look.

by James Herbert  @outsidethenba Dec 20, 2014 • 1 min read

They the North. (Toronto Raptors) The Toronto Raptors teased it in a YouTube video , and now it's official. They have a new logo. It's a little similar to Brooklyn's design , but I'd say it works very well.

There have long been rumors that, because of Drake's involvement with the team, they'd switch to a black-and-gold color scheme. (That's what Drake's label, OVO, uses.) That will be an alternate look; the team's primary colors will be red, black, white and silver.

"Last year during the playoffs, 'We The North' became a rallying cry for this team, and all of our fans,' Raptors general manager Masai Ujiri said in a statement. "Our new logo represents that attitude and will be an important part of our identity starting next season."

SPONSORED BY CHARLES SCHWAB Investing: The Beginner's Guide Five simple investing concepts you need to know now.

Merchandise with the new logo will be available in the fall, according to the team. The Raptors will have new uniforms next season -- they'll be unveiled in the summer, per TSN's Josh Lewenberg .

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Toronto Raptors Unveil New Logo, Hint at New Color Scheme

TRISTAN THORNBURGH DECEMBER 19, 2014

via Toronto Raptors

Big changes are coming for the Toronto Raptors' look, and fans of the purple may be sorely disappointed.

A new TV spot confirms the rumors of a fresh logo and hints at a new color scheme that looks to feature more black in the uniforms, possibly moving away from the purple look of '90s fame.

Next What's Next for All-NBA Winners and Losers? By using this site, you agree to the Privacy Policy and Terms of Use.

The scheme was confirmed by the National Post's Eric Koreen:

(((Eric Koreen))) Follow @ekoreen

Can confirm that is the new logo. Expect uniforms and a full colour scheme in the new year. pic.twitter.com/G7H9pvZGl1 1:50 PM - 19 Dec 2014 431 175

The rapper Drake, a Toronto native who serves as the team's brand ambassador, was involved in the redesign, according to the National Post.

The , whose logo was also designed by a rapper (Jay Z), took shots at the organization by saying it looked familiar:

Toronto Raptors @Raptors 19 Dec 14 We The North is our battle cry ... And this ... this is our shield. youtu.be/wUQnl_nnOGs

Brooklyn Nets Follow @BrooklynNets

.@Raptors Looks familiar 2:23 PM - 19 Dec 2014 2,508 1,927

Here's a side-by-side look to compare:

Next What's Next for All-NBA Winners and Losers? Brad Hamilton Follow Brad Hamilton Follow By using this site, you agree to the Privacy Policy and Terms of Use. @bradhams

@bruce_arthur It looked familiar at first…now I see why. 1:51 PM - 19 Dec 2014 97 27

[h/t Deadspin]

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2/11/2020 Take a look at the Toronto Raptors’ new grown-up logo. The dinosaur is extinct. - The Washington Post

Democracy Dies in Darkness Take a look at the Toronto Raptors’ new grown- up logo. The dinosaur is extinct. By Marissa Payne

Dec. 20, 2014 at 4:48 p.m. EST

For the first time, the Toronto Raptors primary logo will not feature a cartoon dinosaur. While your inner, Barney-loving child cries out in protest, your adult aesthetic senses will likely be pleased. When the dinosaur absconded from the logo, he left his indelible claw marks slashed into the new 2015/16 logo’s basketball.

Toronto Raptors @Raptors

https://www.washingtonpost.com/news/early-lead/wp/2014/12/20/take-a-look-at-the-toronto-raptors-new-grown-up-logo-the-dinosaur-is-extinct/ 1/9 2/11/2020 Take a look at the Toronto Raptors’ new grown-up logo. The dinosaur is extinct. - The Washington Post

410 11:45 PM - Dec 19, 2014

455 people are talking about this

Here’s a less frenetic view.

Toronto Raptors @Raptors

#Raptors reveal new logo as part of a very eventful Friday. Follow @stackmack's timeline: on.nba.com/1v55FRp

245 11:02 AM - Dec 20, 2014

306 people are talking about this

It’s mature, it’s grown-up, cartoon-less.

Toronto Raptors @Raptors

A look at the new alternate logo on #Raptors gear coming for 2015-16. on.nba.com/1wOwyhS #WeTheNorth #RTZ

https://www.washingtonpost.com/news/early-lead/wp/2014/12/20/take-a-look-at-the-toronto-raptors-new-grown-up-logo-the-dinosaur-is-extinct/ 2/9 2/11/2020 Take a look at the Toronto Raptors’ new grown-up logo. The dinosaur is extinct. - The Washington Post

553 12:28 PM - Dec 20, 2014

615 people are talking about this

“Last year during the playoffs, ‘We The North’ became a rallying cry for this team, and all of our fans,” Raptors GM Masai Ujiri said in a statement. “Our new logo represents that attitude and will be an important part of our identity starting next season.”

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https://www.washingtonpost.com/news/early-lead/wp/2014/12/20/take-a-look-at-the-toronto-raptors-new-grown-up-logo-the-dinosaur-is-extinct/ 3/9 2/11/2020 Take a look at the Toronto Raptors’ new grown-up logo. The dinosaur is extinct. - The Washington Post

This Is Our Shield - Full Logo Version

“This is our shield,” the title to the above promotional video reads.

The logo was designed by creative services agency Sid Lee and comes in several different colorways. The primary version will be black and red, but it might be the Drake-inspired alternative version in black and gold that’s the most appealing. The team’s “global ambassador,” as the rapper is known, was heavily involved in the development of the new logo, the Toronto Sun reports.

That said, not everyone’s a fan. Some think the new logo looks a little too similar to that of the Brooklyn Nets.

Cabbie Richards @Cabbie

Toronto @Raptors new logo, side by side with the @BrooklynNets logo. Thoughts?

https://www.washingtonpost.com/news/early-lead/wp/2014/12/20/take-a-look-at-the-toronto-raptors-new-grown-up-logo-the-dinosaur-is-extinct/ 4/9 2/11/2020 Take a look at the Toronto Raptors’ new grown-up logo. The dinosaur is extinct. - The Washington Post

61 6:14 PM - Dec 19, 2014

196 people are talking about this

Iain Marshall @marshall_iain

Not a fan of the new @Raptors logo, looks far too much like the Brooklyn Nets one. Should stick with the dinosaur! ow.ly/GdTZU

The official site of the NBA | NBA.com The official site of the National Basketball Association. Your home for scores, schedules, stats, news, NBA League Pass, NBA TV, video nba.com

2:00 PM - Dec 20, 2014

See Iain Marshall's other Tweets

https://www.washingtonpost.com/news/early-lead/wp/2014/12/20/take-a-look-at-the-toronto-raptors-new-grown-up-logo-the-dinosaur-is-extinct/ 5/9 2/11/2020 Take a look at the Toronto Raptors’ new grown-up logo. The dinosaur is extinct. - The Washington Post Others already miss the dinosaur, which went full retro this week when the team whipped out its purple throwback jerseys from the mid-’90s.

Phil Hecken @PhilHecken

ICYMI: Last night, the @Raptors broke out their purple dino unis against the @BrooklynNets

26 9:21 AM - Dec 18, 2014

20 people are talking about this

Caterina Valente @ItIsntValentine

The @Raptors probably made that new logo because it's cheaper to embroider than the dinosaur. #SalariesToPay

10:56 AM - Dec 20, 2014

See Caterina Valente's other Tweets

https://www.washingtonpost.com/news/early-lead/wp/2014/12/20/take-a-look-at-the-toronto-raptors-new-grown-up-logo-the-dinosaur-is-extinct/ 6/9 2/11/2020 Take a look at the Toronto Raptors’ new grown-up logo. The dinosaur is extinct. - The Washington Post For those seeking the dino gear, tough, you better get it now. The new gear will be available starting next fall.

Marissa Payne Marissa Payne wrote for The Early Lead blog. She left The Washington Post in November 2017. Follow

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TORONTO RAPTORS UNVEIL NEW LOGO AS PART OF THEIR NEW “WE THE NORTH CAMPAIGN”

B A Y N D R E W  DECEMBER S O M U A H 19, 2014

 Looks like the Toronto Raptors are going in a new direction, with the help of Drake of course

Last year, the Toronto Raptors unveiled their 20th anniversary logo patches that will be apart of next year’s home jersey’s and it looks like the organization has officially taken another step in re- branding themselves. As part of their “We The North” campaign, the organization released a video celebrating their new team slogan and in addition revealed the teams new logo.

Going into effect next season, the new logo features a ball with claw marks inside a red circle with “Toronto” above and “Raptors” below. Different from the first logo revealed today that was mainly black and white and similar to the Brooklyn Nets Logo, the colorized photo below is the official logo for the 2015-2016 season. Check out the official video for the trailer above.

Guess it’s so long for the “original” Raptors logo. What do you guys think of the new one? Yay or Nay? Talk sports and why Drizzy took over 2014 with Drew on twitter @Drewtheabstract.

2/11/2020 No dinosaur: Toronto Raptors unveil new logo in short video | CTV News

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The Canadian Press Published Friday, December 9, 4 4:PM EST Last Updated Friday, December 9, 4 7:4PM EST

The Toronto Raptors have unveiled a sleek new logo that's a silver basketball, ripped by dinosaur claw marks, inside a red circle. The Toronto Raptors

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TORONTO - The Toronto Raptors' basketball-dribbling dinosaur logo will soon be extinct.

The NBA team has unveiled a sleek new logo that's a silver basketball, ripped by dinosaur claw marks, inside a red circle. The current dinosaur logo will be retired after this season. https://www.ctvnews.ca/sports/no-dinosaur-toronto-raptors-unveil-new-logo-in-short-video-1.2156071 1/18 2/11/2020 No dinosaur: Toronto Raptors unveil new logo in short video | CTV News The Raptors unveiled the logo in a short video clip Friday entitled "This is our Shield." It's part of the team's "We The North" marketing campaign.

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This Is Our Shield

Canadian rapper Drake, the Raptors' global ambassador, had a hand in the redesign.

"I think people are going to be oored with what we have in store for next season," Drake told reporters this week. "It's gone really well. We have some exciting things in the works. It's going to be a full rebrand."

The Brooklyn Nets, who beat the Raptors in a first-round playoff series last spring, think the new look is similar to their logo.

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JUNE 14, 2019 8:03am PT by Rick Porter TV Ratings: Strong Numbers for Toronto Raptors' NBA Title Clincher

Ezra Shaw/ Getty images

 

Game 6 of the series nearly matches the series-high preliminary ratings for Monday's fifth contest.

The Toronto Raptors' first-ever NBA championship gave ABC strong ratings Thursday night, ending the six-game series with a second straight big showing.

After a soft first four games in the ratings — owing in part to having one of the teams involved outside the United States and therefore not measured by Nielsen — the audience spiked for Game 5 on Monday. Thursday's broadcast nearly matched it, drawing a 13.2 household rating in metered markets (vs. 13.4 for Game 5).

In the final ratings, Game 6 came in at 18.34 million viewers, slightly ahead of Monday's 18.22 million viewers.

Thursday's game will likely come in below the last four times the NBA Finals had a sixth game (2016, 2015, 2013 and 2011), all of which drew better than 20 million viewers.

The NBA Finals averaged 15 million viewers for the series, down about 15 percent year to year — due in part to the Raptors playing in Canada, whose audience isn't measured by Nielsen. The series has been setting ratings records for NBA games in that country. It's also the least-watched Finals since 2009, when the ' 4-1 series win over the averaged 14.35 million viewers.

Elsewhere Thursday, CBS got steady ratings from Life in Pieces (0.6 rating in adults 18-49, 4.3 million viewers) and Elementary (0.5, 3.8 million), as the network finished second to ABC in primetime.

AP Bio (0.4 and 0.3 for two episodes) and Abby's (0.3) finished their runs on NBC. Fox got a 0.5 (pending updates) from primetime coverage of the U.S. Open golf championship's first round. The CW's iZombie (0.2) and In the Dark (0.1) were steady.

ABC averaged a 4.2 rating in adults 18-49, pending updates for its live broadcast, lapping the field. CBS was second at 0.6, followed by Fox at 0.5. NBC drew a 0.3 and The CW a 0.2.

Bookmark THR.com/Ratings for more ratings news and numbers.

June 14, 1:35 p.m. Updated with final NBA ratings.

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SPORTS · Published May 30 NBA Finals: How Toronto Raptors embrace Drake, Canadian roots to fuel business

By Thomas Barrabi FOXBusiness

NBA commissioner will set the highest standard in sports betting: co-owner Boston Celtics co-owner and Bain Capital co-chairman Stephen Pagliuca discusses the gambling atmosphere in the NBA and the standards set by the league’s commissioner Adam Silver from the World Economic Forum in Davos, Switzerland.

The Toronto Raptors’ transformation from forgotten team to one of the NBA’s most popular franchises reaches its final phase on Thursday when they make their first-ever NBA Finals appearance against the reigning champion .

Continue Reading Below

Led by superstar and celebrity ambassador Drake, the Raptors’ championship run came after years of gradual on-court improvement that allowed Toronto to creep toward the forefront of the NBA landscape. A passionate, engaged fan base, often seen at the Raptors’ standing-room-only “Jurassic Park” outdoor viewing party, has fueled a steady rise in the team’s valuation, attendance and revenue stream.

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While a boost to the Raptors’ financial prospects is easily linked to the team’s strong play in recent years, a multipronged business strategy has helped turn Toronto into an unlikely meeting ground for basketball and pop culture. By embracing Drake, who is a fixture at home games, and the team’s Canadian roots through their “We The North” rallying cry, the Raptors have parlayed their tight-knit fan community into a lucrative operation, according to Blake Lawrence, co-founder of sports marketing firm Opendorse.

“Toronto’s already a world-class city — Canada’s a media and business hub and the fastest-growing city in North America,” Lawrence told FOX Business. “But the team’s location makes them different — it’s the league’s only Canadian franchise. The Raptors saw this as an opportunity — they’re not just Toronto’s team. They’re Canada’s team.”

While NBA franchise values have spiked across the board in recent years, the Raptors have experienced notable growth. The team’s valuation jumped to $1.7 billion in 2019, up 20 percent compared to last year and up from just $520 million in 2014, when the NBA signed its current $24 billion media rights deal, according to Forbes. The team’s overall revenue ($275 million) and operating income ($76 million) each ranked among the league’s top 10.

Canada on the rise

A strong 2018-19 campaign that saw Leonard, a former , team with longtime point guard and head coach to post the NBA’s second-best record fueled strong returns from the team’s fan base. Raptors’ home games drew the league’s fourth-best attendance, while broadcasts on Canadian sports networks saw a 29 percent increase in viewership among Canadian audiences. The NBA’s merchandise sales in Canada grew 26 percent and set a record.

The Raptors’ growing success has generated interest from corporate sponsors including Ford, Air Canada and ScotiaBank, who pay a record $40 million per year for naming rights to the team’s arena, which also houses the .

“The NBA is the most international of the North America sport leagues, so it was only a matter of time before it succeeded in Toronto,” said Jonathan Jensen, a sports sponsorship expert and assistant professor at the University of North Carolina at Chapel Hill.

Drake leads the way

The Raptors’ roster may be responsible for getting the team to the NBA Finals, but no figure has been more central to its rise in popularity than Drake. A Toronto native, the rapper has served as a global brand ambassador for the Raptors since 2013.

Aside from his promotional role with the team, Drake is a vocal presence at the Raptors’ home games, where his courtside seat is just steps away from the team’s bench. The Raptors drew criticism this postseason as Drake sparred with opposing stars such as Joel Embiid of the 76ers, and head coach Mike Budenholzer publicly criticized the rapper’s antics after he was spotted giving Nurse a shoulder massage during a timeout in the Eastern Conference finals.

The Raptors declined to comment on whether they have spoken to Drake or the league about the situation, but said his role with the team is an honorary, unpaid position. Regardless, Drake’s fiery support on the sideline has resonated with local fans and gone viral on social media throughout the playoffs.

“Executives around the league might bemoan Drake’s courtside antics, but you can bet every franchise wishes they had an ambassador like him,” Lawrence said. “He’s the Jack Nicholson or Spike Lee of this generation’s basketball fans — just with a bigger microphone.”

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The Raptors will host the first two games of the 2019 NBA Finals against the Steph Curry-led Warriors, who have won three of the last four NBA championships. After that, the series shifts back to California.

Game 1 tips off on Thursday night a 9 p.m. ET on ABC.

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Pre-Markets US Markets Futures & Commodities Bonds Funds & ETF's Business Leaders Industries Retail 2/11/2020 Toronto Raptors: Finding true north

Toronto Raptors: Finding true north How the Raptors went from being a team without an identity to a model NBA franchise

By John Lombardo June 10, 2019

The best place to watch the Raptors during their run to the NBA Finals might be Jurassic Park, the square outside Scotiabank Arena, where games are aired on a giant screen.

Photo: NBAE / GETTY IMAGES

The NBA Finals has given the world a glimpse into Canada’s rabid support of the Toronto Raptors. Thousands of fans, many wearing “We The North” T-shirts and Kawhi Leonard jerseys, have packed Jurassic Park outside Scotiabank Arena this spring to cheer the Raptors during their run to the first Finals appearance in the franchise’s 24 years of existence.

It’s almost impossible to believe that only five years ago, Raptors executives briefly considered changing the team’s name as part of a brand overhaul intended to jump-start lackluster fan interest.

“That is how disconnected our brand was,” said Jeff Deline, chief revenue officer for the Raptors and its Maple Leaf Sports & Entertainment parent.

https://www.sportsbusinessdaily.com/Journal/Issues/2019/06/10/Franchises/Raptors.aspx 1/5 2/11/2020 Toronto Raptors: Finding true north Today, following the team’s drive through the postseason and into Canada’s collective sports consciousness, the state of the Raptors’ business in most areas is second in the 30-team NBA behind only the gilded Warriors. Team revenue is expected to grow between 15% and 20% this year from last season, and the Raptors’ business metrics now match revenue levels at the MLSE- owned Maple Leafs franchise that sit at or near the top of the NHL, team officials said.

“We The North” — names to Winning on the court, of course, has driven the business. But the off-court know turnaround began after the team created

its wildly successful “We The North” branding campaign in 2014. Maple Leaf Sports & Entertainment President and CEO Michael Friisdahl and Raptors “From a business standpoint we were President Masai Ujiri lead the Toronto Raptors’ ranked 18th in the NBA,” Deline said of the business and basketball efforts, but they aren’t team’s business prior to its rebranding the only front-line executives at the effort. “Now we are on the Warriors’ tail. organization leading the team’s growth. Here Before the ‘We The North,’ we didn’t have are three others: an identity.”

JEFF DELINE “We The North” was developed in Chief revenue officer cooperation with MLSE Marketing and Sid ■ Deline is a veteran MLSE executive. He Lee Agency. It was going to be the basis of joined the company in 1997 and has the team’s rebrand for the 2014-15 season, negotiated some of the property’s biggest but when the Raptors won the Atlantic deals, including the 20-year, $800 million Division in 2013-14, it was put together in (Canadian) arena naming-rights deal with time for their first playoff appearance in six Scotiabank in 2017 as well as the Raptors’ years. It caught fire immediately, as fans jersey patch agreement with Sun Life and embraced the We The North anthem that MLSE’s deal with MolsonCoors. He also helped celebrates the team’s Canadian culture bring the Raptors’ partnership with Drake and while bringing a sense of swagger to the integrate his OVO retail line into the Raptors franchise. brand. “There have been a lot of fits and starts, SHANNON HOSFORD but the Raptors brand wasn’t sticking until Chief marketing officer ‘We The North,’” said Brian Cooper, Hosford has been an MLSE executive for 19 ■ chairman of MKTG Canada, who also years and now leads all of the property’s helped launch the Raptors in 1995. branding efforts. She was a key architect of

the Raptors’ successful “We The North” Sponsorship revenue now ranks behind marketing campaign, and oversees all fan only the Warriors, according to Raptors experience and marketing efforts for the executives. Game-day revenue and Raptors as well as for the Toronto Maple Leafs, merchandise sales also rank near the top Toronto FC and the . of the league. The team, which caps its season-ticket sales at 14,500 in the 19,800- seat Scotiabank Arena, now has a season- HUMZA TEHERANY ticket waiting list of 7,000, which skyrocketed during this year’s playoffs.

https://www.sportsbusinessdaily.com/Journal/Issues/2019/06/10/Franchises/Raptors.aspx 2/5 2/11/2020 Toronto Raptors: Finding true north Chief technology and digital officer The team is renewing its season-ticket ■ Teherany joined the company in June 2018 base at about 96% as it builds in a 5% from Compass Group North America. He price increase to drive revenue even oversees MLSE’s digital and technology higher. Sponsorship revenue has climbed strategy, including its esports Raptors Uprising 20% this past season, buoyed by the 20- Gaming Club. In his first year with MLSE, year, $800 million (Canadian) arena Teherany has reorganized the company’s 100- naming-rights deal it struck with member tech lab department while also Scotiabank in August 2017 and by a relaunching the Raptors’ team app. strategy of signing only exclusive but high- priced deals with sponsors.

The Raptors count only 60 sponsors, about half of a typical NBA team, yet even without the massive naming-rights deal, saw a 10% increase in sponsorship revenue this year.

“We made some big bets on ourselves,” said Shannon Hosford, chief marketing officer of the Raptors and MLSE. “We want to be globally relevant. We decided that we were going to build our brand and have a big vision.”

The vision included hiring Masai Ujiri, now team president, as general manager in 2013 to remake the roster, and that same year adding rap superstar Drake as the organization’s global ambassador to help promote the team. The former move ignited the greatest stretch of sustained success — six consecutive playoff berths — in franchise history, while the latter greatly amplified the team’s profile.

Drake’s courtside enthusiasm makes him the Raptors’ most recognizable fan, but he also has a business relationship with his hometown team that has been worth cheering about.

Photo: NBAE / GETTY IMAGES

So strong is the organization’s brand in Canada that the Raptors are the only NBA team to sell practice jerseys adorned with a separate patch deal, which is with Drake’s OVO brand. The practice jerseys are priced at $150 at retail and the deal is separate from the team’s game jersey

https://www.sportsbusinessdaily.com/Journal/Issues/2019/06/10/Franchises/Raptors.aspx 3/5 2/11/2020 Toronto Raptors: Finding true north patch arrangement with Sun Life — which the team recently renewed at a 20% price increase of a deal originally worth about $5 million per year. Merchandise revenue has grown about 30% this year. Overseas, the Raptors’ Weibo social media channel in ranks third among NBA teams.

“This team has captured the imagination of the country and in many cases, if you have a Raptors sponsorship, you take the brand across the country,” Cooper added. MKTG represents seven clients, including Scotiabank, that have sponsorship deals with the Raptors.

Beyond the geographic advantage of being the only NBA team in a country of roughly 37 million people is a franchise known within the industry for its sophisticated business approach.

“They do a significant amount of data and analytical mining,” Cooper said. “They look around the world at how to extend their brand. They put a lot of money into research and they have great talent.”

Team President Masai Ujiri oversaw the roster rebuild that resulted in the Raptors’ first conference championship.

Photo: NBAE / GETTY IMAGES

The Raptors have also taken an aggressive approach in using technology to drive their brand. There are 100 employees within MLSE focusing on technology, and under chief technology and digital officer Humza Teherany, the Raptors this year relaunched the team’s app that included mobile ticketing, food and beverage, retail, and merchandise ordering. It also aggregated reams of content, including pregame and postgame press conferences, and even streamed some of the team’s G League games.

“We built a technology company within MLSE,” Teherany said. “We’ve recrafted our business strategy to use digital as an enabler and that has been a cultural focus.”

While the Raptors may not carry the big business reputation within the U.S. like the Los Angeles Lakers or the , the team is a regular winner at the annual NBA marketing awards that recognize industry performance. The Raptors have won three of the past four sponsorship

https://www.sportsbusinessdaily.com/Journal/Issues/2019/06/10/Franchises/Raptors.aspx 4/5 2/11/2020 Toronto Raptors: Finding true north activation of the year awards at NBA meetings for Swiffer, Ford and GoDaddy activations, respectively, as well as a number of sponsorship retention awards. The team also won the NBA’s 2018 NBA Inclusion Innovation Award.

“They execute methodically well across all areas of the business,” said Amy Brooks, president of the NBA’s team marketing and business operations division and NBA chief innovation officer. “They realized far earlier than most and truly knew what it means to integrate partners into all aspects of the business.”

https://www.sportsbusinessdaily.com/Journal/Issues/2019/06/10/Franchises/Raptors.aspx 5/5

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NBA All-Star 2016 Logo Reaches New Heights For First International All-Star

Logo Pays Tribute to Toronto’s Defining Landmark

Posted: May 27, 2015

Related Links: NBA All-Star 2016 Video | NBA All-Star 2016 Landing Page

The National Basketball Association (NBA) today unveiled the logo for NBA All-Star 2016 in Toronto – the first NBA All-Star to be held outside of the United States. The logo design pays tribute to the iconic CN Tower, the tallest free-standing structure in the Western Hemisphere and the crown jewel of Toronto’s skyline.

The announcement was made earlier today at the CN Tower by Toronto Deputy Mayor Denzil Minnan-Wong, Toronto Tourism Executive Vice President and Chief Marketing Officer Andrew Weir, NBA Canada Vice President and Managing Director Dan MacKenzie, CN Tower Chief Operating Officer Jack Robinson, and 2014-15 Kia NBA Rookie of the Year Andrew Wiggins, the first Canadian-born player to win Rookie of the Year. The 65th NBA All-Star Game tips off on Sunday, Feb. 14, at Air Canada Centre, home of the Toronto Raptors.

NBA All-Star 2016 will celebrate the 125th anniversary of the birth of basketball. Dr. James Naismith, a Canadian, invented the game in 1891, beginning the nation’s rich history with the sport. Toronto also hosted the first game in NBA history on Nov. 1, 1946, at .

The logo, designed in collaboration with the Raptors, integrates the CN Tower silhouette with the team’s red, white and black colors. Additional secondary logos include a signature NBA “star” logo inside a dynamic maple leaf and an All-Star toque logo, featuring a clawed star, which pays tribute to the popular accessory worn during Canada’s winter months. At 2:00 p.m. ET today, the All-Star 2016 logo was unveiled on the @Raptors and @NBACanada Twitter account using the hashtag #NBAAllStarTO. Fans can purchase adidas NBA All-Star 2016 logo T-shirts now on NBAStore.com. The T-shirts are available in both men’s and women’s sizes and retail for US$23.95 and up.

Additional details on tickets, schedule and other All-Star information will be released at a later date.

About NBA All-Star 2016

NBA All-Star 2016 in Toronto – the first All-Star to be held outside of the United States – will bring together some of the most talented and passionate players in the league’s history for a global celebration of the game. The 65th NBA All-Star Game, which will take place Sunday, Feb. 14 at the Air Canada Centre, will reach fans in more than 200 countries in more than 40 languages. TNT will televise the All-Star Game for the 14th consecutive year, marking Turner Sports’ 31 st year of All-Star coverage. The Air Canada Centre will also host the BBVA Compass Rising Stars Challenge on Friday, Feb. 12 and State Farm All-Star Saturday Night on Saturday, Feb. 13. Other events at NBA All-Star 2016 include the Sprint NBA All-Star Celebrity Game, the NBA Development League All-Star Game presented by Kumho Tire and the NBA Development League Dream Factory presented by Boost Mobile. NBA rosters at the start of the 2014-15 season featured a record 12 Canadians – more than any country outside the United States. The 2014-15 regular season also generated significant increases in national television viewership in Canada for both the NBA (+73%) and the Raptors (+75%).

NBA All-Star 2016 Logo: - May 27, 2015 President and CEO of Maple Leaf Sports & Entertainment Tim Leiweke speaks with the media at Wednesday's NBA All-Star Logo unveil.

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NBA All-Star 2016 Logo: Tim Leiweke - May 27, 2015

NBA All-Star 2016 Logo: Dan MacKenzie - May 27, 2015

NBA All-Star 2016 Logo: Jack Robinson - May 27, 2015

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