Unilever has reached a sponsorship agreement with Maple Leaf Sports & Entertainment that will make its Axe line of deodorants the title sponsor of the Toronto Raptors Dance Pak for the 2006/2007 season. The dance squad will now be known as the Axe Raptors Dance Pak. The agreement includes branded uniforms for the squad, sponsored on-court routines, messages on the arena LED screen and Jumbotron and public address announcements. “Axe is about giving guys the confidence and tools to be successful in the dating game,” said David Allard, brand building manager for the product. “The Axe Raptors Dance Pak is a new way to bring the Axe brand promise to life through a relevant marketing channel in an exciting way.” The promotional program was created by Segal Communications of Toronto.