The Toronto Blue Jays: Creating Authentic Brand Experiences

As the only MLB team outside the U.S. to win the World Series, the Toronto Blue Jays franchise extends its brand outside the ballpark and strives to bring the ballpark experience to its nationwide following.

Our video webinar discusses how does a brand envision new products and services, and how does it work toward creating new experiences that align with its core values and resonate with the customers.

Learn from Jean-Pierre Lacroix and Anthony Partipilo, VP, Marketing & Merchandising, Toronto Blue Jays, how this Canadian MLB team creates authentic brand experiences for its fans and followers.

The discussion includes the recently opened first retail location outside the stadium, balancing of the brand, fan experience vs. business, the need to maintain control over a brand when extending the brand to new business areas, and potential future opportunities to enhance the Blue Jays’ fan experience.


  • how to maintain a strong brand
  • what to consider when extending the brand experience
  • the importance of adhering to the brand’s core values

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