TD signs with the Jays for five more years

The brand will see increased visibility and more event sponsorships.

For more than a decade, TD Bank Group has been known as the official bank of the Toronto Blue Jays. Now, after 13 years, it’s adding another five to that, officially extending its sponsorship deal with the franchise.

Michael Armstrong, TD’s VP of brand, tells MiC the Toronto Jays sponsorship has been a great fit for TD and resonates with the public. He says based on conversations with fans as they exit games, high awareness of the connection between TD and the team has been demonstrated.

He adds that the core values of the two brands are also well matched. TD’s The Ready Commitment, the corporate citizenship initiative launched last year, is aligned with the Jays Care Foundation, which aims to provide a bigger impact on the community and increase visibility with fans and customers.

With the new deal, there will be increased branding for TD within the Rogers Centre. The bank’s presence at home plate during broadcasts has been expanded to include visibility at the bases as well as well as enhanced in-game programming and the launch of branded TD Executive Suites for corporate and personal group rental.

TD is now also sponsoring the Jays’ Opening Day and Weekend (March 28 to 31) and Winter Fest and Winter Tour in addition to existing TD-sponsored days, Pride Night in June and Fan Appreciation Weekend in September.

While TD advertising featuring the Jays or any of the team members is not in the cards, Armstrong says there will be another Super Fan contest to award a trip to watch the Blue Jays.