02 Jul 2024 4 min read Research Projects

How the Toronto Blue Jays Can Elevate Their Community and CSR Sponsorships

In this edition, we look into the Major League Baseball (MLB) and the league-wide usage of Community and CSR sponsor assets with a focus on the Toronto Blue Jays and how they can get closer to the league average in this category. Let's dive in!

Welcome to the seventh edition of the Purposeful Partnerships Report, the weekly newsletter highlighting purpose-driven partnerships in the sports industry. In this edition, we look into the Major League Baseball (MLB) and the league-wide usage of Community and CSR sponsor assets with a focus on the Toronto Blue Jays and how they can get closer to the league average in this category. Let's dive in!

MLB Community/CSR Sponsorship Asset Usage

To understand the Toronto Blue Jays' position in terms of purpose-driven partnerships, we first need to examine the league as a whole. Analyzing data from Sponsor United, we find that 10% of MLB teams' sponsorship assets in 2024 have a Community/CSR focus, with the Philadelphia Phillies leading at 22% and the Arizona Diamondbacks at 19%. On the other end of the spectrum the Toronto Blue Jays are tied with the New York Yankees for the lowest percentage of Community/CSR initiative sponsorship assets, at just 3%, which is 7% below the league average (See Figure 1).

Toronto Blue Jays Partnerships

Now, let's take a closer look at the Toronto Blue Jays' current partnerships. According to Sponsor United, the Blue Jays have a total of 286 partnerships for the 2024 MLB season. Their largest category is Apparel & Accessories, accounting for 18% of all partnerships, followed by Alcohol Beverages at 12%, and Food Products at 9%. For the top five categories in the Blue Jays' partnership roster, refer to Figure 2. The Toronto Blue Jays largest partners in terms of sponsor assets according to Sponsor United are; TD with 29 unique assets, Rogers with 25 unique assets, and theScore Bet with 22.

With a clearer picture of where the league currently stands, coupled with the Toronto Blue Jays partner category breakdown, I wanted to shed some light on the purpose-driven activities that the Blue Jays are currently working on.

Jays Care Foundation

The Jays Care Foundation is a top-rated charity affiliated with the Toronto Blue Jays. It uses baseball to teach children teamwork, leadership, and resilience, impacting 46,148 children across 794 sites in 2022. Programs include Challenger Baseball for children with cognitive disabilities, Girls at Bat, and support for Indigenous youth. Additionally, the Rookie League summer camp, in partnership with Toronto Community Housing, and the Field of Dreams initiative are notable efforts. In 2022, the foundation distributed 2,583 Winter Hampers and 280,000 books, and facilitated 2,874 youths attending Blue Jays games. In 2023, the Jays Care Foundation was named a Charity Intelligence Top 100 Rated Charity.

MLB Green Glove Award

The Toronto Blue Jays received the 2023 Green Glove Award for their exceptional waste diversion efforts, as part of MLB's sustainability partnership with WM. This award recognizes the Blue Jays' commitment to environmental stewardship, highlighting their role in MLB's broader sustainability goals.

Potential Toronto Blue Jays Purpose-Driven Partnerships Integration

As Canada’s baseball team, the Toronto Blue Jays have a unique opportunity to integrate food security initiatives into their sponsorship asset portfolio. The Canadian Centre for Food Integrity's 2023 report shows that 54% of Canadians consider the cost of food their top concern. In response, using similar partnerships around the league I have developed three potential new programs in collaboration with existing partners to enhance the Blue Jays' community and CSR assets while positively impacting the community.

Kubota Blue Jays Urban Farm

Introducing the "Kubota Blue Jays Urban Farm" program at the Rogers Centre, a groundbreaking concept leveraging the new partnership between Kubota Corporation and the Toronto Blue Jays aimed at promoting sustainability, healthy living, and community engagement. Inspired by similar initiatives at PNC Park and Fenway Park this program will see the transformation of an area within the Rogers Centre into a thriving urban farm. The Kubota Blue Jays Urban Farm will utilize sustainable practices and state-of-the-art technologies provided by Kubota, a leader in agricultural equipment and solutions. With Kubota's expertise and resources, the urban farm will produce a variety of fresh vegetables and herbs right on-site at the Rogers Centre. These homegrown vegetables will be harvested and given to Jays Care families who have limited access to fresh produce. Additionally, it will serve as an educational hub, hosting tours, workshops, and events throughout the baseball season, reinforcing the Blue Jays' commitment to environmental stewardship.

Double PlAy&W

The Toronto Blue Jays and A&W Food Services of Canada Inc. present the Double PlAy&W program, an extension of their in-app partnership. For every double play turned by the Blue Jays at Rogers Centre during regular season home games, A&W will donate the equivalent of 500 meals ($2,500) to families in need, with a total donation cap of $100,000 for 2024. This program not only supports families facing food insecurity but also engages fans by linking on-field performance with community impact. Additionally, A&W will promote this initiative through their app, encouraging fans to participate and stay informed about the positive impact being made.

Sobeys Home Run Against Hunger

"Home Run Against Hunger" is a partnership between Sobeys and the Toronto Blue Jays to tackle food insecurity in Toronto. The program features monthly food drives at Rogers Centre, mobile food pantries, local partnerships for food distribution, nutrition education workshops, cooking classes, and fundraising through special edition Blue Jays merchandise. Fans and employees are encouraged to volunteer, with in-game promotions and social media campaigns raising awareness. Corporate sponsorships and grants will further support this initiative, aiming to leverage Sobeys' grocery network and the Blue Jays' community influence for significant positive impact.

Conclusion

The Toronto Blue Jays have a remarkable opportunity to set new standards for purpose-driven partnerships in sports. The programs outlined, such as the Kubota Blue Jays Urban Farm, the Double PlAy&W program with A&W, and the Home Run Against Hunger campaign with Sobeys, serve as examples of innovative strategies that could be implemented to address critical community issues. While these initiatives are not currently being executed, they illustrate the potential impact the Blue Jays could have by aligning their sponsorships with community needs. The Blue Jays would not only align more closely with the league average but also set a new standard for impactful partnerships in sports.

Figure 1

% of CSR/Community Sponsor Assets in the MLB (Using Sponsor United Data 2024)