We The North: How hoops became popular in Canada

The important moments illuminating the growth of basketball in Canada are obvious.

NBA arrived in Canada in 1995 with the Toronto Raptors and Vancouver Grizzlies; Vince Carter’s Dunk Contest victory in 2000; the Raptors’ first playoff appearance in 2000; Canadian Steve Nash won back-to-back MVPs in 2005 and 2006; consecutive No. 1 draft picks – Andrew Wiggins in 2014 and Anthony Bennett in 2013.

There are also less obvious — but just as important — markers: The steady proliferation of baskets in driveways; the impact of the Internet; the growth of AAU programs; development of coaches at every level; welcoming immigration policies; a bronze medal at the 2010 U-17 FIBA world championships; Canada Basketball’s aggressive, but thoughtful approach to player development; corporate interest; steady migration of young talent to U.S. prep schools; the NBA’s deep resources; and the growing influence of Canada Basketball CEO Michele O’Keefe.

“It was a confluence of a lot of factors,” Wayne Parrish, the CEO of Canada Basketball from 2007-2015, said, explaining the impressive growth of Canadian basketball, particularly in the past decade.

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That confluence has led to the most remarkable and expanding era both in popularity and talent level of basketball in Canada, and it will be celebrated the next three days when Toronto plays host to NBA All-Star Weekend.

Raptors guards Kyle Lowry and DeMar DeRozan are All-Stars in the East, and Canadians Andrew Wiggins, Trey Lyles and Dwight Powell will play for the World team in the Rising Stars Challenge.

“It’s incredible that a young player in Canada can turn on the TV and he’s got a better than 50% chance that he see will an NBA player from Canada playing,” Nash told USA TODAY Sports. “That’s definitely changed. That was rare when I was in high school and college. Now, it’s expected and commonplace.”

The numbers help tell the story of basketball’s popularity and growth:

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• A record-12 NBA players on opening-day rosters.
• Three first-round picks in the 2014 draft – Wiggins, Nik Stauskas and Tyler Ennis – and a Canadian has been drafted every year since 2010.
• 354,000 kids age 3-17 play basketball, according to a 2014 Canada Youth Sports report.
• Studies and surveys reveal an increase in participation and popularity, especially among teens, in the past six years.
• Triple-digit increase in Raptors games TV viewership in Canada over the past three seasons, coinciding with consecutive playoff appearances.
• Kentucky freshman Jamal Murray (Ontario) is a projected lottery pick and high school freshman RJ Barrett is ESPN’s No. 1 Class of 2019 player – a sign the talent pool isn't shrinking
• The number of Canadians playing at Division I schools is up more than 30% since 2009-10.

What was happening?

Relatively inexpensive to play, basketball was making inroads into provinces across the country.

“This has been a hockey-driven country for its entire history. Hockey has a mindshare of the Canadian consciousness that surpasses football in the U.S. and rivals soccer in Brazil,” Parrish, the former CEO of Canada Basketball, said.

“How do you chip away that? One of the ways is you provide alternatives on the participation side.”

Leo Rautins, the Raptors play-by-play guy, said Parrish “opened doors to good things we’re seeing today.”

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Youth leagues and camps became standard in communities, and like Rautins, Parrish was involved at the grassroots level.

“It took no genius to see the potential and see the talent and the passion and opportunity,” Parrish said. “It was a matter of saying let’s sit down and figure this out. In the end, passion for what’s possible trumped everything else.”

Immigration played a strong role. The Asian-Canadian population is estimated almost six million (almost 20% of the population), and it’s expected to increase in the next decade.

“Canada is very much a country of new Canadians,” vice president and general manager of NBA Canada Dan MacKenzie said. “Places where a lot of new Canadians are coming from — countries like China and the Philippines — those are countries where basketball is extremely popular. They come with a love of the game.”

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Caribbean immigrants have contributed to the elite talent produced in Canada: Wiggins’ mom was born in Barbados; Bennett’s mom from is Jamaican; Dwight Powell’s late mom was born in Jamaica; Cory Joseph’s dad is from Trinidad and Tobago; Andrew Nicholson’s parents are from Jamaica.

“There’s long been a great connection between Canada and Caribbean nations,” Parrish said.

The Raptors are winning

The Raptors’ regular-season success, multiple All-Stars, leadership of general manager Masai Ujiri and a marketing campaign celebrating national pride have fostered growth and popularity.

“When you look at their resurgence under Masai the past few years and the success of some of their marketing campaigns — the ‘We the North’ slogan — that resonated with their fans,” MacKenzie said.

The incident made Ujiri’s bank account smaller, and he learned from it but it was a defining moment in during the playoffs two seasons ago when Ujiri said “(expletive) Brooklyn” at a rally before a game.

Ujiri, a humanitarian in Canada and Africa, worked in Toronto’s front office in the late 2000s, took the GM job in Denver in 2010 and returned to the Raptors in May, 2013.

AAU basketball programs growing steadily in Canada

“There’s always been a hunger,” Ujiri said. “Their fans are dying for success. They’re dying for a winner. You could always feel it in the air. We’re not there yet, but there’s a sense of hope. People are vibrant and hopeful about basketball in general.”

The Raptors are trying to capitalize on a fanbase that has just one home team for an estimated population of 35 million people. They are Canada’s team, literally.

“It’s unique to have that many eyeballs following us,” Ujiri.

He is 100% for his players, the franchise and fans. His bravado is measured now but no less inspiring. He told reporters on Wednesday: “The goal is a championship. I guarantee you we will win one here one day.”

Follow Jeff Zillgitt on Twitter @JeffZillgitt.

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