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Sports nutrition firm steps up partnership with NBA’s Raptors

NBA basketball franchise the Toronto Raptors has agreed a new partnership with sports nutrition firm BioSteel.

The length of the deal, which names BioSteel an official partner of Canada’s only NBA team, was not disclosed.

The Raptors have used BioSteel products for a number of years, but the new agreement grants the company naming rights for the Raptors’ new training facility. The BioSteel Centre is scheduled to open in February 2016.

The company’s branding will also appear on the club’s practice jerseys. The BioSteel logo will be featured on the top right corner of the practice jersey and marks the first time a partner has appeared there.

In addition, BioSteel will receive courtside advertising at the Air Canada Centre, the Raptors’ home arena. BioSteel’s nutritional bars will be available for supporters to purchase at the arena.

“Authenticity is everything to us,” John Celenza, president of BioSteel, said. “The Toronto Raptors have been ordering BioSteel products for years. When the opportunity to formally partner with the Raptors came about it was a must.”