Home Hardware has partnered with Sportsnet to become title sponsor of the 2025 Blue Jays Central Studio, building on its long-standing partnership with the team and media partner.

Formerly known as the Budweiser Studio, the new Home Hardware Studio will be the hub for Blue Jays coverage during Sportsnet’s linear and streaming broadcasts, both in-stadium at the Rogers Centre during home games and in the Sportsnet Studio during road games. The home improvement brand will also be prominently featured throughout the 2025 season, including on live broadcasts and hits beginning in the eighth inning.

Home Hardware has maintained a strategic partnership with the Toronto Blue Jays since 2005, serving as the team’s official home improvement retailer. That partnership also designated the brand’s BeautiTone paint as the official paint of the baseball team, with a permanent BeautiTone sign on the left-field balcony at the Rogers Centre.

In 2024, the partners also announced the BeautiTone Balcony at the Rogers Centre (pictured above), a viewing area on the 100 level, above the BeautiTone marquee sign in left field, with two tiers and a designated group space with 40 seats.

“As a genuinely Canadian company, it’s an honour to enhance our partnership with the most prominent team in Canadian baseball to give fans trusted expert analysis and game highlights they can count on,” says Robert Allan, director of paid media marketing at Home Hardware. “We’re thrilled to have Home Hardware’s presence on the Blue Jays sports desk both before and after games, making a lasting impression on Home Hardware team members, our valued Dealer network and baseball fans across the country.”

The retailer expands its partnership with the Blue Jays after collaborating with The Weather Network to develop AI-powered ads that show the brand’s promotions across Ontario, in combination with the summer weather forecast. The ads are videos of varying sizes featuring an AI-assisted avatar who reports on the weather, while a banner with Home Hardware promotions scrolls below or above. Over 400 hyper-localized videos were developed by the companies across Ontario.