The NBA prides itself on being a distinctly American organization, and there is plenty of glitz and razzmatazz associated with it. However, their Canadian neighbors may well have something to say about that, no doubt insisting they have been an integral part of the sport’s inexorable growth.

Over the past decade or so, Canada has had a more pervasive influence on the NBA, whether it be through hip-hop or even the increasing influx of Canadian players who have been given arguably one of the biggest platforms in basketball to showcase their talents. But how have Canadians made themselves heard and broken through the glass ceiling? In this guide, we have pinpointed some key factors, so read on to find out more.

The Drake factor

The Canadian rapper and singer has been an influential figure, and he’s arguably the Toronto Raptors’ biggest cheerleader. Well, off the court anyway. Drake, who has been the Raptors’ global ambassador since 2013, is known for taking his position at games courtside near the scorer’s table.

More pertinently, Drake’s OVO (October’s Very Own) brand has been a common sight since the 2019 NBA Finals when the Raptors etched their name in NBA history over the Golden State Warriors. Drake’s inextricable link with the Raptors can also be explained by the fact he and the Raptors donated $1 million to refurbish local basketball courts and they sent $2 million to Canada Basketball.

At the time of announcing the partnership with the Raptors, Drake was quick to denounce suggestions it was purely a PR gimmick. Yes, Drake has been with the Raptors every step of the way for over a decade, and with his unwavering passion, he has helped to raise the Raptors’ profile around the world.

Big-name commentators and announcers

Canada’s media has also played a significant role in amplifying the NBA’s popularity in the region, and we’re not just talking about the advanced broadcasting technologies.

No, there have also been a few big-name sportscasters over the years who have left an indelible mark on the NBA culture. Take Mike Inglis for example. After 23 years of serving as the official voice of the Miami Heat, Inglis called time on a decorated career, and he had witnessed all the highs and lows associated with this special franchise.

Having spent over 30 years calling games, Inglis, an ardent Heat fan, isn’t the only venerable commentator to hail from Canada. Matt Devlin, who is a renowned play-by-play TV announcer, succeeded Chuck Swirsky in 2008 at the Raptors, and he continues to be held in high esteem.

Other Pop Culture influences

It seems almost scarcely believable that between 2000 and 2010, only four Canadians debuted in the NBA. But over the past few years, the Canadian influence has permeated.

To encompass this, there have been other pop culture influences that are responsible, in particular art. For the 2023/24 campaign, Mark Serrano and Kelly Wan, two Toronto-based artists were hired to promote the record number of Canadians plying their trade in the NBA through the NBA Represent project.

Serrano, who is a specialist in lettering, has been left inspired by the number of Canadians that have come through the NBA ranks, including Shai Gilgeous-Alexander and Andrew Wiggins. Whereas for Wan, working with the NBA introduced her to basketball culture, and while her style contrasts hugely from Serrano’s, the NBA, art is beginning to converge, and more parallels can be drawn between the two disciplines. 

Enduring Popularity of NBA in Canada

While the NHL historically has been worshipped as a religion in Canada, the NBA has helped shake up the sports landscape. Indeed, it is rapidly ascending the ranks of popularity. Far from a fleeting trend, with increased broadcasting coverage, fans can routinely tune in to catch the best of the action.

However, the dynamics have also shifted thanks to the role of sports betting operators. There is no shortage of brilliant real money sports betting sites nowadays that will plug a plethora of pre-game lines complete with sharp prices to give bettors something to tuck into. This is underscored by the likes of Tonybet and Bodog, who have a raft of markets, including futures that will entice Canadian bettors, and they will usually run competitive welcome offers.

Final Thoughts

The popularity of the NBA in Canada is not a mere anomaly. Moreover, it is underpinned by a confluence of factors, such as an increasing visibility of NBA stars strutting their stuff on the floor as well as Drake harnessing his leverage on social media to put basketball in Canada on the map.

The road ahead looks to be very bright, and with the NBA seeping into Canada’s sports culture and vice versa, it heralds a bold and exciting era.