TORONTO RAPTORS
Manager, Basketball Advancement
2023-2024
As Manager of Basketball Advancement for the Toronto Raptors, Sarah focused on identifying and understanding player interests and values outside of basketball to create meaningful experiences and off-court opportunities to propel their personal and professional development. Sarah maintained close working relationships with players and their agents in order to facilitate community engagement, social justice, and branding opportunities.
Despite the ever changing landscape of the NBA, Sarah utilized her strength in relationship building to gain buy in from players and colleagues, empowering her to foster a collaborative environment where she was able to make immediate impact.
Areas of focus
Player Development
Talent Relations
Project Management
OG Anunoby Holiday Giveback
In 2023, Sarah collaborated directly with OG Anunoby to design and execute his Holiday Give-Back initiative in Toronto, exemplifying her ability to align player values with meaningful community impact. From concept development to execution, Sarah led the project end-to-end, ensuring it authentically reflected OG’s interests and the Raptors’ brand ethos.
She identified Education Bank, a local organization supporting students in need, as the community partner—an intentional choice rooted in OG’s focus on educational access. Sarah then orchestrated a full game day experience for the participating youth, including logistics, in-arena moments, and personal interactions with OG, creating a memorable and empowering experience for everyone involved.
Featured in Open Gym, this initiative highlighted Sarah’s skill in translating player-driven ideas into impactful, community-facing programs. Her work not only elevated OG’s personal brand but also reinforced the Raptors’ commitment to authentic, values-driven outreach.
Scottie Barnes x Mirvish Theatre
In her role as Manager of Basketball Advancement for the Toronto Raptors, Sarah identified and leveraged off-court opportunities to enhance player development and community engagement. Recognizing Scottie Barnes’ potential to connect with diverse audiences, she facilitated his introduction to the theatre world. This journey began with an immersive experience in New York City, where Scottie attended Hamilton on Broadway and met the cast, igniting his passion for the arts.
Building on this newfound interest, Sarah strategically integrated Scottie into Toronto’s vibrant theatre scene. She arranged for him to attend several opening nights at Mirvish Theatre, connecting him with new audiences and expanding his personal brand within this untapped community.
Through these initiatives, Sarah demonstrated her expertise in relationship building and project management, creating meaningful experiences that contributed to Scottie’s personal and professional growth.
Sarah Cifuentes 