Total revenue was up 4% at Rogers Communications in Q1, with help from more ads being bought around its roster of sports broadcasts.

Revenue in the media segment – which includes ad revenues from Rogers’ TV and radio stations, as well as its ownership stake in the Toronto Blue Jays – grew by 10% year-over-year for the quarter ending March 31.

Operating expenses were also up 10%, however, thanks to higher programming and production costs compared to last year as a result of increased activities as COVID-19 restrictions eased, as well as the timing of player salaries pertaining to Toronto Blue Jays player trades.

In his first investor call since being named CEO in the fallout of the company’s public board battle, Tony Staffieri said the return of regular sports schedules have resulted in higher ad revenues. That, combined with the return of Toronto Blue Jays games and in-stadium events to the Rogers Centre, has the company targeting positive EBITBA for the full year.

CFO Glenn Brandt added that with Rogers’ portfolio of sports assets being “second to none,” the company has been having a strong recovery through Q1 that will continue through the NHL playoffs and Toronto Blue Jays’ regular season, thanks to advertising around those products.

Brandt also pointed to the positive impact of new advertising categories, namely cryptocurrency and D2C bedding brands. Looking forward, he adds that the resumption of more regular work schedules will help continue ad revenue recovery at Rogers’ radio stations, which were impacted by the shift to working from home.

Elsewhere at the company, revenue in Rogers’ wireless segment – its largest source of revenue – grew by 3%, driven by net growth of 66,000 subscribers, with average revenue per user up 3% as well. Revenue in the cable segment was up 2%, with increases in internet and video subscribers partially offset by declines in home phone and smart home subscribers.

On the topic of the Shaw transaction, the company still anticipates the deal to close by the end of Q2. In addition to receiving CRTC approval, the company secured long-term financing for the deal last month, though it still requires approval from the Competition Bureau and ISED Canada.