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Research In Motion Ltd (BBRY) Just Paired Up With These Behemoths

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Thanks to a variety of upgrades, features, and the like (see more here), Research In Motion Ltd (NASDAQ:BBRY) BlackBerry is on the comeback trail. Just like a professional sports team overcoming a large deficit to pick up a win late in the game, this company is hoping to do the same sooner rather than later.

The fact that BlackBerry has lost market share to its competitors over the past few years is no surprise. But even though this is the case, the company is not backing down. Instead, they are looking for ways to form new partnerships and raise awareness as to what its new smartphones and operating system has to offer.

Research in Motion Ltd. (BBRY)Speaking of professional sports, Research In Motion Ltd (NASDAQ:BBRY) BlackBerry recently formed a partnership with the Toronto Maple Leafs of the NHL and the Toronto Raptors of the NBA.

In short, the partnership means that BlackBerry will be the official smartphone of both organizations. This may not sound like a big deal, but it goes a long way in showing that the company is making a comeback.

Here is the text from the official press release:

Maple Leaf Sports & Entertainment Teams Up With BlackBerry

TORONTO , June 26, 2013 /CNW/ – Maple Leaf Sports & Entertainment (MLSE) announced today that BlackBerry® will be the Official Mobile Computing Partner of the Toronto Maple Leafs (NHL), Toronto Raptors (NBA) and Toronto Marlies (AHL). Through the marketing relationship, the iconic BlackBerry brand will be featured prominently in and around Air Canada Centre, and BlackBerry will collaborate with MLSE to develop a range of new platforms that will enable teams to connect with fans by sharing information and updates. With the future release of fan applications for BlackBerry® 10 smartphones and the development of a channel on BlackBerry® Messenger (a BBM™ Channel) hosted by Leafs and Raptors personalities, fans will be able to enjoy real-time engagement experiences and preferred access as they follow their teams throughout the season.

“We are thrilled to be partnering with BlackBerry and this announcement means exciting things are in store for BlackBerry customers and Maple Leafs and Raptors fans everywhere,” said David Hopkinson , senior vice-president, global partnerships and marketing for MLSE. “We look forward to bringing unprecedented access and some amazing experiences to our fans through this partnership over the next several years.”

“BlackBerry and MLSE share some key values: passion, determination and leadership,” said Andrew MacLeod, managing director for Canada at BlackBerry. “Together with MLSE and fans across the country, we are celebrating the spirit of ambition through excellence in Canadian sports, and we are honoured to stand behind some of the nation’s favourite sports teams that display the indomitable spirit the BlackBerry brand represents.”

As you can see, both parties are excited about this partnership. Research In Motion Ltd (NASDAQ:BBRY) BlackBerry knows what it can do for its business, and MLSE is showing its faith in the smartphone manufacturer.

With this relationship in place, it will be interesting to see if there is any payoff over the next couple of NHL and NBA seasons. It is safe to say that Research In Motion Ltd (NASDAQ:BBRY) BlackBerry and MLSE are hoping that this is the case.

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