✨ Key Takeaways
- Canadian Olympic basketball team came to win, emerging as a serious contender.
- Basketball seemingly overtaking hockey among younger viewership!
- The Toronto Raptors continue to make an impact.
- Top Schools and academies in CA are putting young talent on the map.
- Broadcasting records continue to be broken!
Canada was the country of hockey. Nevertheless, over the last 20 years, basketball has undergone an incredible transformation and has earned a well-renowned place in sports culture. Raptors' popularity has been boosted by historical victories, e.g., Raptors' championship in 2019, massive media coverage, emergence of top NBA players, and rise of brand-new players.
Canada Basketball Olympics
The Great White North has emerged as a serious contender for international basketball. The NBA national team recently won its first-ever bronze medal at the 2024 Paris Olympics. Thanks to a solid team and Shai Gilgeous-Alexander, RJ Barrett, and Dillon Brooks, Canada has shown theirselves as a powerful contender. And the women's Canadian team has also excelled in international tournaments. The team finished 5th in the 2022 FIBA World Cup, having played against Australia and France. The accomplishment broke enormous news and made headlines, especially among youths of different generations.
The Growth of Basketball in Canada
For years, the most-watched sport on television and the favorite among young people in Canada was hockey. However, basketball has become extremely popular in the country. Indeed, Sport Canada and the Canadian Youth Sports Participation Survey have reported a significant increase in basketball popularity among younger generations. Surprisingly, today, teens between the ages of 12 and 17 prefer playing basket to hockey. This popularity is mainly due to the following factors:
🏀 Which sports lead the hearts of Canadians?
According to the 2022 Canadian Fitness & Lifestyle Research Institute (CFLRI) report, the most popular sports among children and teenagers in Canada are:
| Most Popular Sport | Preferences (%) |
| 1. Soccer | 28% |
| 2. Basketball | 17% |
| 3. Ice hockey/Ringette | 16% |
| 4. Water activities (swimming, diving) | 16% |
| 5. Baseball/softball | 9% |
| 6. Athletics (running, walking, hiking) | 8% |
| 7. Volleyball | 7% |
Source: CFLRI – Participation Among Children and Youth 2022
🚀 The impact of the NBA's expansion in Canada
The success of the Raptors, preseason games in cities like Montreal and Vancouver, and events like the NBA Canada Series have been crucial to its strengthening in the country. The possibility of a second franchise in cities such as Montreal or a return to Vancouver continues to gain ground, also due to the momentum of local fans and the economic development of those regions.
The Toronto Raptors: Canada's NBA Powerhouse
The Raptors are not only a premier team in the NBA, but also a national symbol in Canada. Since 1995, after a bumpy start, they have managed to build a robust fan base, a unique culture, & the iconic slogan "We the North," along with a strategic sports infrastructure that has played a crucial role in the country's growth of basketball.
The Raptors' 2019 championship game was a milestone in the history of basketball. Millions of fans took to the streets across the country to celebrate, praising the Raptors as a symbol of national pride.
NBA in Canada: How Canada Became a Talent Pipeline
Just 15 years ago, due to the unstable start of basketball in the country, spotting a Canadian player in an NBA game was a rare event. However, today everything has changed radically: Canada is the second country with the most active representatives in the NBA, behind only the United States. In fact, in the 2023-24 season, a record 28 Canadian athletes were registered on NBA opening day rosters, according to Basketballbuzz.ca.
And this was not by chance, but the result of a transformed sports game development. From the creation of academies like Orangeville Prep to the consolidation of competitive Amateur Athletic Union (AAU) programs, such as CIA Bounce, these initiatives have strengthened the adoption of basketball at all levels.
More & more Canadian athletes are choosing the college route in the National Collegiate Athletic Association (NCAA) or joining initiatives such as the G League Ignite, where they receive visibility, professional training, and direct contact with the NBA. In addition, Canada Basketball invests resources in certified coaches, high-performance tournaments, and international tours. Let's find out more below.
🏫 Top academies and AAU programs
The rise in popularity of the Canadian NBA has led to the growth of elite sports academies in the country. The Orangeville Prep Academy, located in Ontario, has produced high-level talents such as Jamal Murray, Thon Maker & Ignas Brazdeikis.
Programs such as CIA Bounce and Northern Kings, both based in Toronto, both gained recognition by competing in the challenging AAU circuits in the US. This has helped showcase Canadian talent and emerging talent to college recruiters. Many Canadian athletes have been recruited by renowned academies in the States, such as Montverde Academy & IMG Academy, seeking greater exposure and competition.
Although these programs are mainly focused on men athletes, the infrastructure supporting Canada women's basketball has also expanded, with more elite academies and travel teams offering pathways for female players to gain exposure.
🎓 NCAA and G League Ignite
Over the past decade, an increasing number of young Canadians have chosen the US university system (NCAA) as a springboard to a professional career. Elite universities, such as the University of Kentucky, Duke, the University of Michigan, UCLA, and Gonzaga, have not only regularly recruited Canadians but have also designed specific strategies to attract more talent. Figures such as RJ Barrett, Andrew Nembhard, Benedict Mathurin, and Zach Edey have made their mark in the NCAA before moving on to the NBA.
In addition, the NBA G League Ignite, an alternative development program to college that offers professional contracts and technical training, has produced many international prospects.
Canadians such as Leonard Miller, Olivier-Maxence Prosper, and Sidy Cissoko have chosen this path in search of a more direct route to the NBA.
🏀 Basketball Canada's Top Development Programs
Officially recognized by the International Basketball Federation or FIBA, Canada Basketball is the governing body of basketball in Canada. Its work has been key to the promotion and development of Canadian basketball at an international level. Thanks to its investments in high-profile coaches, sports facilities, and youth championships, Canada Basketball has helped develop more well-rounded NBA athletes.
NBA Viewership & Media Growth in Canada
The NBA has enjoyed tremendous popularity in Canada over the past two decades. Since the Raptors' historic championship in 1995, this sport has gone from being a minority sport to becoming part of the Canadian sports landscape. Today, millions of Canadians follow every play, every trade, and every story behind the court. But how can you watch the NBA coverage in Canada?
📊 Rising Game Audience Ratings
The NBA's audience in Canada has skyrocketed. TSN and Sportsnet, two of Canada's leading sports television networks, have reported record ratings for the playoffs!
NBA League Pass has seen a 30% growth in subscriptions over the past three years.
📡 The role of TSN, Sportsnet, and NBA League Pass
What is the difference between Canada vs. USA Basketball major sports networks? In Canada, access to NBA coverage primarily depends on two channels: TSN (The Sports Network) and Sportsnet. TSN and Sportsnet broadcast all Raptors live games, and many featured NBA games. TSN and Sportsnet also offer analysis, live draft coverage, interviews, and live special programming. Also, the league's official streaming platform, NBA League Pass, allows fans to watch all league games live or on demand and follow other teams.
📱 Social Media and Digital Platforms
Today, there are several ways to follow the NBA for free, both in real-time and through highlights, analysis, and specialized coverage. From YouTube to TikTok, fanatics have multiple options for keeping up with their favorite teams. To stay up to date, here are the official social media accounts:
🏀 Toronto Raptors (NBA)
TikTok: @raptors
Instagram: @raptors
YouTube: Toronto Raptors
🏀 NBA Canada
TikTok: @nbacanada
Instagram: @nbacanada
YouTube: NBA Canada
🏀 Raptors 905
Instagram @raptors905
What can you expect from a basketball team's YouTube channel? Here's a sneak peak!
Conclusion
What began as a gamble with the Raptors has now become a sporting and cultural phenomenon. Canada has gone from being a spectator to a leading protagonist in basketball, with emerging talent on the courts, a committed fan base, and an infrastructure that seeks to grow year after year.
Did you like this article? Leave a rating!
Loading...
