The man who transformed the Toronto Raptors from perennial underachievers into NBA champions is moving on. After 12 groundbreaking years, Masai Ujiri and the organization have agreed to part ways in what many are calling the end of a golden era for basketball in Canada.
I was at a downtown café this morning when my phone lit up with the news. The barista, wearing a faded Raptors championship hat, looked as stunned as I felt. “That’s the end of something special,” he said, carefully placing my coffee on the counter. The sentiment seems universal across the city today.
Ujiri, who joined the Raptors in 2013 as general manager before becoming team president, leaves behind a legacy that permanently altered Toronto’s sports landscape. Under his leadership, the Raptors captured their first and only NBA championship in 2019, a moment that united the city in collective celebration unlike anything I’ve witnessed in my years covering Toronto news.
“Masai didn’t just build a championship team; he built a basketball culture in a hockey town,” says Kevin Williams, sports business analyst at Ryerson University. “His impact extends far beyond the win-loss column.”
The timing has surprised many basketball insiders. The Raptors are in the midst of a rebuilding phase after trading away former cornerstone Pascal Siakam earlier this year. Sources close to the organization suggest there may have been philosophical differences about the team’s future direction.
“When you look at where this franchise was when he arrived versus now, it’s night and day,” explains Tristan Thompson, host of the popular Toronto sports podcast “North Over Everything.” “Before Ujiri, the Raptors were seen as a stepping stone franchise where stars never wanted to stay. He changed that perception completely.”
Walking through Jurassic Park today – the now-famous gathering space outside Scotiabank Arena where thousands watched the 2019 championship run – feels strangely melancholic. The area that once vibrated with energy sits quiet, much like many fans processing this news.
Beyond basketball operations, Ujiri’s impact extended into community work through his Giants of Africa foundation, which uses basketball as a vehicle to educate and enrich the lives of African youth. His passionate advocacy for the continent and promotion of African talent in basketball ranks among his proudest achievements.
Toronto Mayor Olivia Chow acknowledged Ujiri’s contributions to the city in a statement this morning: “Masai Ujiri helped put Toronto on the global basketball map. His commitment to excellence, diversity, and community building has left an indelible mark on our city.”
The business impact cannot be overlooked either. During Ujiri’s tenure, the Raptors’ franchise value skyrocketed, with Forbes now valuing the team at approximately $3.1 billion – nearly triple its value when he arrived. The “We The North” marketing campaign he championed transformed the team’s brand identity and resonated across Canada.
Maple Leaf Sports & Entertainment, the Raptors’ parent company, has remained tight-lipped about succession plans. Industry insiders suggest several internal candidates might be considered, including current general manager Bobby Webster.
As I finished interviews at a basketball court in Regent Park this afternoon, I watched teenagers practicing their shots, many wearing Raptors gear from the championship season. It struck me that for a generation of young Torontonians, Ujiri’s Raptors defined what winning looks like.
“The championship parade down University Avenue changed how many of us see this city,” says Michelle Chen, a longtime season ticket holder I spoke with. “Before that day, it felt like Toronto teams were destined to disappoint. Masai changed that narrative.”
Whatever comes next for both Ujiri and the Raptors, this parting marks the end of the most successful chapter in franchise history. As the city processes this significant change, one thing remains clear: the blueprint Ujiri created – emphasizing organizational culture, player development, and bold decision-making – will influence the franchise for years to come.
For a city whose basketball identity was fundamentally reshaped under his watch, Ujiri’s departure leaves big questions about what’s next. But his legacy – bringing Toronto its first major championship since the Blue Jays’ World Series wins in the early 1990s – is permanently etched in the city’s sporting history.
