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](http://www.sportsnet.ca/basketball/nba/raptors-partnership-with-drake-is-paying-off/). “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.”