SXM Raptors (CNW Group/Sirius XM Canada Inc.)

SiriusXM Canada has signed a multi-year agreement with the Toronto Raptors to be the team’s official music and audio streaming partner.

SiriusXM launched the partnership on Friday Nov. 17 at Scotiabank Arena with in-game entertainment including new halftime shows, “DJ dueling” segments and warm-up playlists, a trio of activities it will repeat at select home games this season.

The company is supporting the sponsorship with OOH advertising featuring the artists who will be performing at the halftime shows. In addition, SiriusXM and the Raptors will launch a mobile game later this year through the team’s official app and another game developed with “innovative technology,” with details to be announced at a later date.

SiriusXM’s SVP of sales and marketing, Rob Keen, says the deal is a natural evolution of its long-standing relationship with the NBA and its SiriusXM NBA Radio channel. It’s also a good opportunity to reach more young audiences while supporting its existing subscriber base, he adds.

“We know that Raptors fans largely align with our younger-growth audiences and who are likely to attend live sporting events, and the team presents unique opportunities to showcase those special moments where music and sports meet,” Keen says. “As our brand and offering evolve, we are looking at ways to welcome a new generation of listeners.”

Sirius is also collaborating with retailer Real Sports Apparel on the concourse at selected games and online at point of sale, to give fans the opportunity to try SiriusXM.

The audio and entertainment company recently announced it is launching a refreshed platform and a new SiriusXM Streaming app in North America in December.