THE 3-POINTER

The day following the NBA draft, the Toronto Raptors and Masai Ujiri announced they were parting ways after a 12-year partnership that delivered Toronto its first NBA title. Before transforming the Canadian franchise, Ujiri was celebrated in NBA circles for leading the Denver Nuggets back to the playoffs after a prolonged drought. In Toronto, his impact has cemented his reputation as one of the league’s premier executives, and speculation is already mounting about which franchise might next benefit from his expertise. Beyond the championship, Ujiri’s tenure has had a profound financial and cultural impact. At #AfricaScores, we pay tribute to Masai’s legacy by examining the data behind his 12 years in Toronto.

Franchise Valuation
The Raptors’ franchise value soared under Ujiri’s stewardship. When he assumed basketball operations in 2013, the team was valued at just over $400 million. By 2024, Forbes estimated the franchise’s value at $4.4 billion—a more than tenfold increase—placing the Raptors among the NBA’s top ten most valuable franchises and making them the city’s most valuable sports team, ahead of the Maple Leafs ($3.8 billion) and Blue Jays ($2.15 billion). Ujiri’s strategic vision, playoff consistency, and cultivation of global marketing appeal were key drivers of this remarkable growth.

Impact in Toronto
The Raptors’ economic impact on Toronto under Ujiri extended well beyond basketball. Hosting the 2016 NBA All-Star Game alone brought an estimated $90 to $100 million to the city. The 2019 championship run delivered a measurable boost, with estimates suggesting the impact could generate $1 billion for Toronto over a decade. During the championship playoffs, the city saw a $250 million economic uplift, driven by increased spending in hospitality, accommodation, and retail sectors. Bars and restaurants in the Greater Toronto Area reported spending surges of up to 183 percent during key games. Nationally, Canada’s GDP grew by 0.2 percent in May 2019, with Statistics Canada crediting higher attendance at spectator sports—primarily the Raptors’ playoff games—for a 0.5 percent jump in the arts and entertainment sector and a 0.4 percent rise in accommodation and food services. The global visibility from the Raptors’ success has provided Toronto with invaluable, long-term marketing as a sports and tourism destination.

Marketing Push
While the Raptors have long ranked among the NBA’s leaders in attendance, under Masai Ujiri’s leadership, the franchise became a global marketing powerhouse. Ujiri spearheaded the “We The North” rebrand, transforming it into an iconic campaign that resonated across Canada and internationally. His African heritage further broadened the team’s appeal. Ujiri’s tenure also saw landmark deals, including the record-setting 20-year, $800 million Scotiabank Arena naming rights agreement in 2017—the largest in NBA history at the time. The partnership with Drake’s OVO brand further elevated the Raptors’ cultural influence, blending music, fashion, and basketball, and making the team one of the fastest-growing franchises in social media following and marketability.

Masai Ujiri’s impact on Toronto is undeniable, and any city would be fortunate to have him lead their franchise. For now, Ujiri will focus on his Giants of Africa organization, which is hosting its annual festival in Kigali at the end of July. GoA’s mandate is to build courts across the continent and plan camps to help grow the game of basketball and scout African talents. The event will also feature the launch of Zaria Court, an ambitious mixed-use real estate development around the Bank of Kigali Arena, championed by Ujiri. Look out for a special feature on Zaria Court later this month.

Sindiswa’s Corner Kick

WAFCON IS (FINALLY) HERE

Hi, I'm Sindiswa! I'm excited to carve out this little corner of the newsletter to share what I've been learning, who I've been speaking to, and everything happening in the vibrant world of African sports.

Following a 13-month delay, the Women’s Africa Cup of Nations (WAFCON) kicks off this tomorrow, marking significant advancements in the business side of women's football across the continent.

The Confederation of African Football (CAF) has more than doubled the prize money, with the champions now earning $2.4 million, up from $975,000. In celebration of this increase, a new TotalEnergies WAFCON trophy has been unveiled. The tournament is supported by TotalEnergies as the title sponsor and by Royal Air Maroc, which became an official global partner in April.

The broadcast reach of women’s football has significantly expanded, with MultiChoice's SuperSport airing all matches across Africa and IMG managing international marketing rights. This increased visibility is essential for enhancing the commercial value of women’s football beyond the continent. Notable players, such as Zambia's Barbra Banda, who plays for the Orlando Pride in the USA's NWSL, and Nigeria's Jennifer Echegini, who plays for Paris Saint-Germain in France's Ligue 1, are drawing the attention of international scouts, fans, and enthusiasts.

At the federation level, South Africa’s Football Association has partnered with Volkswagen Group Africa and Shield for the women's national teams. Meanwhile, Nigeria has extended its deal with Nike to cover the Super Falcons through 2026. In East Africa, Kenya’s FA has secured BetPawa as the first-ever sponsor of its Women’s Cup, which includes direct cash bonuses for the winning players.

Domestic leagues are contributing to the professionalism of the game as well. Ghana’s Malta Guinness Women’s Premier League has received a GH₵10 million sponsorship to support club operations and awards, while South Africa’s Hollywoodbets Super League is continuing under renewed sponsorship, ensuring league stability.

These combined investments, sponsorships, and development initiatives signify a new era of commercial momentum for women's football in Africa.

A Final Note

SCORE WITH US

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Until Friday after next,