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'Mass euphoria' is how Raptors fan Jake Clements describes the team’s championship win – something many viewed as a long shot and an event that united the country. Here, fans gathered across the city to celebrate together.Jake Clements can vividly recall his emotional reaction to the Toronto Raptors winning their first NBA championship in 2019. “Mass euphoria,” he says. “But there were also probably some tears.
Canadian fans have a soft spot for underdogs. Whether it’s the Montreal Canadiens making a surprising playoff run or the Raptors capturing the NBA title, rooting for teams that beat the odds hits home. Fans see their own journeys in these teams’ struggles, and it creates a unique bond that’s celebrated through social media, in-person gatherings and events – a true source of national pride for a country that already sees itself as the underdog. When our teams win, we win.
No fandom better exemplifies this than that of the Toronto Maple Leafs. “When the Leafs win, you’ll hear fans in conversation saying, ‘Oh, we had a great game last night,’” says Michael Naraine, an associate professor of sport management at Brock University, “And ‘we’ is the operative term.” When the team they’re rooting for wins, fans engage in what social psychologists call basking in reflected glory or BIRGing, where they see the win as a collective effort.
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