Drake has added a whole new orientation to the Raptors and that is to the millennials,” PhD Marketing professor Alan Middleton of the Schulich School of Business at Toronto’s York University told Sportsnet.ca in August 2015. “He’s made them relevant with their core fan base, but beyond that he has transitioned to a broader Canadian pride. The relationship is both to his benefit but to the benefit for the Raptors. They expose each other to unique fans across economic and social lines.”