A partnership between two quintessential Toronto organizations — the Raptors and George Brown College — represents a "full-circle moment" for Julian Franklin, Vice President of Global Partnerships at Maple Leaf Sport and Entertainment (MLSE).
From a George Brown student to an executive at Toronto's professional sports empire, Franklin helped set the wheels in motion for the two organizations to do great things together. The Toronto Raptors and George Brown College (GBC) announced an official partnership in the spring of 2024 to create impactful educational and community-building opportunities.
"When people think of Toronto, for us at MLSE, we want them to think of the Toronto Raptors and think about our teams. We feel that we are the lifeblood of Toronto," Franklin said.
"George Brown being at the centre of the city and the educational heartbeat of the city of Toronto, we felt that there was a combination there that needed to be unlocked."
Check out this video of MLSE VP of Global Partnerships Julian Franklin talking about what the GBC-Raptors partnership means for Toronto and Canada.
Accelerating existing collaboration
The Raptors and GBC recently came together for a college marketing campaign for the Centre for Business that highlights real-world experience and professional connections. In a video ad featured on television and online, GBC students are shown on the Raptors’ home court at Scotiabank Arena.
GBC and MLSE already have a longstanding relationship. More than 200 alumni have worked with the sports giant, including Centre for Business grad Andrew Fraser and Dance Performance grad David Giller.
Now, as the first college partner of the Raptors, increased access to Toronto's NBA franchise will ramp up educational opportunities for GBC students. This could include "behind-the-scenes tours, being able to be engaged with the Raptors on and off the court and leading into the pre-season, the regular season, and hopefully the playoffs," Franklin said. "Things like that are really on the table."
From college classroom to MLSE boardroom
Franklin understands the benefits of the practical industry-informed education George Brown offers.
After university, a GBC marketing certificate program helped Franklin hone his marketing skills to land his first internship with the Toronto Blue Jays. His upward career trajectory continued, and he became a marketing leader by building high-impact brand and community partnerships for the Jays, Kraft Heinz Company, including Kraft Hockeyville (U.S.), and more. In 2021, he was inducted into Canada's Marketing, PR, and Communications Hall of Fame. In 2022, Franklin joined the executive team at MLSE.
"I'm pleased to be able to be in a position now to help foster this partnership between George Brown and MLSE. Being a former George Brown student and an employee of MLSE, I think it's a great full-circle moment for me," Franklin said.
Community impact and advancing the Raptors and GBC brands
Working together, GBC and the Raptors aim to create learning opportunities, advance solutions to problems facing local communities, and spotlight the importance of post-secondary education in a rapidly evolving world.
The partnership includes collaboration on activities with MLSE Launchpad, a non-profit organization that aims to support positive outcomes for young people and communities through physical activity and sport (GBC was the presenting sponsor of the MLSE Launchpad Research to Practice Symposium in April 2024). It also includes the MLSE Speakers Series featuring executives, players and alumni who will share expertise and insights with GBC students.
Enhancing global reputation
As George Brown strengthens efforts to reach prospective students worldwide, the Raptors continue growing an international fan base. Franklin believes the partnership will give people around the world a better understanding of each organization.
The sport of basketball enjoys exponential growth outside North America, and the Raptors are eager to continue expanding team awareness in Europe, Latin America, and Africa.
“I think from a Raptors perspective, being connected to one of the finer post-secondary educational institutions not only in Ontario but in Canada is a great fit for us,” he said.
“We know that there's a number of students that are coming from around the world and understanding what Toronto means, and what Toronto means for a lot of those students is the culture of sport, the culture of the city, the diversity of the city. The Toronto Raptors and George Brown really deliver that. So, bringing us together really is going to elevate that.”
Learn more about George Brown College’s partnership with the Toronto Raptors at georgebrown.ca/toronto-raptors-partnership.
