Toronto Raptors to bring rapper Drake on board

The Toronto Raptors are turning to a rapper to help the team rebrand after a poor showing on the court in recent years.

The team is expected to announce today that Drake, the hugely popular Toronto-born musician and Raptors fan, will join the team in an as-yet-undefined consultant role some have described as a "global ambassador."

Drake will also be called on to help rebrand the team ahead of its 20th anniversary in 2014-15.

A news conference was set for 11 a.m. where it was expected the club would also officially announce Toronto as the host of the 2016 all-star game.

Raptors general manager Masai Ujiri, NBA deputy commissioner Adam Silver and Mayor Rob Ford were all scheduled to attend.

CBC.ca will carry the news conference live. You can watch it by clicking on the video player image that will appear at the top of this story.

Speaking ahead of Monday's announcement, CBC business reporter Scott Peterson said the team is hoping Drake will add some much-needed bling to its brand.

"They're hoping he'll generate some excitement and get more people out to the games," he said.

Peterson also said the move is aimed at helping the Raptors attract top-level free agents, something they've struggled to do in the past.

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