In the Zone: Performing Fandom and Branding in Toronto’s Jurassic Park

Fan zones are increasingly used at sporting events to extend the shared viewing experience beyond the capacity of traditional sports venues. The NBA’s Toronto Raptors have made Jurassic Park a key part of their supporters’ experience in the city during crucial playoff games. While the primary purpose for the fans in the zone is to enjoy watching the game as a group, the Raptors management has repurposed and branded their collective identity to drive desire not just within the fan zone but also among audience watching Raptors games on TV.