The Raptors’ new practice facility at Exhibition Place finally has a name.

Welcome to the BioSteel Centre.

Naming rights to the 68,000-square foot training complex are the highlight of a partnership the Raptors and BioSteel, a Toronto-based sports drink manufacturer, announced Thursday.

“This is a $50-million facility. Selling naming rights to it was important if we could find the right partner,” said Dave Hopkinson, MLSE’s chief commercial officer. “It’s an ideal brand marriage. This isn’t simply putting a name on a facility. It’s an integrated partnership.”

BioSteel already partners with Basketball Canada, and had sought a deal to place its logo near team benches at Raptors games. But a bigger opportunity materialized and BioSteel president John Celenza said he couldn’t refuse it, especially when trying to stand out in a crowded sports drink market.

“When I heard the category was open it seemed like a logical next step,” Celenza said. “You have to make more of a major play when competing in that space.”

Over the last two years BioSteel has signed endorsement deals with several high-profile Canadian athletes, including NBA star Andrew Wiggins and NHL prodigy Connor McDavid.

The Raptors deal is BioSteel’s first partnership with a major-league pro sports club, but founder Matt Nichol has a long relationship with the Raptors’ parent company.

Nichol came up with the formula that became BioSteel more than a decade ago when he served as Maple Leafs strength coach. Since then the company has evolved to include pre-workout drinks, recovery drinks and nutritional bars.

When Nichol and Celenza started the company in 2009, the Raptors were their first customer.

The practice facility, located at the western end of Exhibition grounds, is still under construction and set to open in February.

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