Blue Jays Marching Toward ‘Canada’s Team’ Status?

It’s clear to us that the Toronto Blue Jays are gunning to truly become “Canada’s Team,” which we believe is primarily driven by a desire by the club’s owner, Rogers Communication, one of the largest communications companies in Canada, to exand its power and penetration across the country.

Rogers is already providing coast-to-coast live streaming of Blue Jays games on Rogers Sportsnet.  The club’s Single-A affiliate remains in Vancouver (BC), and most of us expect the relocated Double-A franchise coming to Ottawa (ON) to be a Blue Jays affiliate as well.  Now Rogers, via the Blue Jays, is very strategically targeting youth baseball as another key channel in the pursuit of Canadian domination.  Please see the team press release below:

PRESS RELEASE – As part of its commitment to amateur baseball in Canada, the Toronto Blue Jays have reached an agreement to partner with Little League Baseball Canada, beginning with sponsorship of all four National Championships in 2012.

Beginning on July 17 with the Big League Baseball Championships in Rouyn-Noranda, Quebec (Age 15-18), and including Junior League Baseball (Age 12-14), Little League Baseball (Age 11-12) and Senior League Baseball (Age 13-16) across the country, the Blue Jays will have a presence at all four National Championships throughout the summer.

The Blue Jays will provide support by placing full page advertisements in the National Championship program, while each tournament will feature Blue Jays banners on the outfield walls. As part of the agreement each player in all four major tournaments will wear a Toronto Blue Jays patch on their sleeve to commemorate the Blue Jays commitment to all amateur players. Additionally, through club marketing assets, the Blue Jays will provide scores, standings, and registration information for Little League Championship tournaments over the summer. The club will also provide marketing support for the development of a Little League Baseball Canada monthly newsletter.

In partnership with both Little League Baseball Canada and Baseball Canada, the Toronto Blue Jays have created a public service announcement that features; Brett Lawrie, Justin Morneau, and John Axford. The video encourages children across Canada to play baseball, and will begin airing coast to coast in April.

“As Canada’s only major league baseball team, we are very proud to be able to partner with a great organization such as Little League Baseball Canada to further to promote participation in the game of baseball and to celebrate the traditions of the game in our country. With Little League Baseball Canada and our friends at Baseball Canada, we are showing how we can collectively work to grow baseball, at all levels, on a national scale. We are so very proud to be a part of the growing momentum of baseball across the country.” – Stephen Brooks, Senior Vice President, Business Operations

“Little League Baseball Canada is excited about this partnership with the Toronto Blue Jays, and we look forward to a long term relationship. All Little Leaguers in Canada see the Blue Jays as “their” team in the major leagues, and we know this partnership will help us to develop interest and growth in the game of Little League Baseball for children right across the country”…Roy Bergerman, President, Little League.

The four National Championships are listed below. To find out where kids can register to play baseball in Canada in 2012, visit academy.

• Little League Baseball (Age 11-12)
August 4-11, 2012
Edmonton, Alberta

• Junior League Baseball (Age 12-14)
August 1-9, 2012
Lethbridge, Alberta

• Senior League Baseball (Age 13-16)
August 2-9, 2012
Regina, Saskatchewan

• Big League Baseball (Age 15-18)
July 17-22, 2012
Rouyn-Noranda, Quebec

Little League Baseball Canada joins the Blue Jays and Baseball Canada in presenting the Honda Super Camps in 2012. The 14 camps across Canada will be recognized as Blue Jays Honda Super Camps, presented by Baseball Canada and Little League Baseball Canada. Commencing in Edmonton on July 2 and stopping in 10 Canadian provinces before reaching its final destination in Toronto at Rogers Centre on August 29, the 14 camps will build on last year’s successful launch. The camps include instruction from Blue Jays alumni and Baseball Canada instructors, for more information go to

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Filed under Branding & Marketing, League & Franchise, Media

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