George Brown College (GBC) is tapping into sports to highlight the importance of higher education. The college has partnered with Maple Leaf Sports & Entertainment (MLSE) to become a sponsor of the Toronto Raptors.

“It’s s a shared commitment to leveraging the universal language of sports to highlight the critical role of higher education in shaping the leaders of tomorrow both locally and globally,” said GBC.

Under the agreement, GBC and MLS will launch the MLSE-GBC Speaker Series, in which MLSE executives and players will provide GBC students with insights on the sports industry and advice on how to succeed in it. The college will also be the presenting sponsor of MLSE LaunchPad’s annual Research to Practice Symposium, which brings together researchers and young people to find real-world solutions to common challenges. The events, which are being promoted on social networks, will have GBC signage. The college will also have visibility in the arena, with ads during Toronto Raptors games, and will run additional commercials during game broadcasts. The Raptors brand, for its part, will appear in selected GBC media campaigns.

GBC president Dr. Gervan Fearon said the partnership with the Raptors will not only raise awareness of higher education but also bring students closer to professional options. “George Brown’s partnership with the Toronto Raptors represents an exciting opportunity to bridge the gap between academic achievement and real-world experiences.”

GBC will also benefit from the popularity of the Raptors to highlight its programs across Canada. “With proud Raptors fans all over the globe, the team holds the attention of not only the city but also the entire country. Basketball’s prominence among new Canadians makes this partnership an exciting prospect,” said the college, which currently has 27,100 full-time students, 29% of whom are international.

For MLSE VP of partnership development and strategy, Julian Franklin, the agreement with GBC provides an opportunity to amplify Raptors’ fans experience and engagement with their teams. “The collaboration between the Raptors and GBC provides just that by giving fans and communities educational opportunities in the context of sport through our joint programs.”

This news comes on the heels of MLSE’s sponsorship deal with Prime Hydration. Signed on April 3, the agreement includes sampling opportunities during select Raptors games, as well as an ongoing digital series for fans. Prime will also have a presence at the Scotiabank Arena, with on-site signage and ads on the home and away team benches.