Rogers Communications has reportedly reached a new multi-billion dollar agreement to continue broadcasting NHL games in Canada. The agreement must still be approved by the NHL.
The telecom behemoth will pay US$7.7 billion to renew its current 12-year contract for another 12 years, according to Sportico and Associated Press. Both companies initially joined forces in 2013, signing a 12-year broadcast deal valued at US$5.2 billion.
Renewing the contract has been a priority for Rogers, with president and CEO Tony Staffieri publicly expressing his interest in extending the deal. “As we look to contract renewals, it’s something we’re very interested in and something we will chase and certainly expect to be at the table,” Staffieri said at a Canadian Club event in the spring of 2024.
Staffieri also told The Globe and Mail in September that live sports are an important part of Rogers’ strategy for attracting and retaining subscribers. However, the continued popularity of live sports has resulted in an increase in TV rights payments, with sports leagues increasingly seeking higher rates.
Last year, Rogers signed an agreement to buy Bell’s 37.5% ownership stake in Maple Leaf Sports & Entertainment (MLSE) for C$4.7 billion. The company said the acquisition will provide Bell with the opportunity to renew its existing MLSE broadcast and sponsorship rights long-term at fair market value. The deal also added to Rogers existing sports portfolio including ownership of the Toronto Blue Jays, Rogers Centre and Sportsnet.
According to Rogers, the company has invested $14 billion in Canadian sports over the last decade.
Sportsnet announces sponsors for new Blue Jays season
As the Blue Jays’ 2025 season gets underway, Sportsnet and Sportsnet+ are unveiling their lineup of sponsors for the new year.
New this season, Home Hardware will take center stage as the Blue Jays’ new studio sponsor. Other partners include WestJet, which will introduce a new feature tracking home run trajectories, and Sony’s MLB The Show 25 game, which will be integrated throughout the opening series with elements like pump-ups, squeezebacks, and studio monitors.
Rogers is back with in-game drop-ins all season long, while Bet365 joins as the sponsor of Blue Jays Central’s betting segment, visiting team lineups and in-game drop-ins, plus digital and radio spots.
McCain is back for the second year in a row as the sponsor of “Friday Night Blue Jays Baseball,” and Smucker’s returns for its fourth-consecutive season of Blue Jays ads, created by Sportsnet’s Branded Content team.
TD will present its “Closer to the Game” program on four special nights, including home opener (March 27), cricket day at the park (May 31), pride night (June 20) and fan appreciation weekend (Sept. 26 to 27). Additionally, Sage Software is back with its “Pitching Decisions” feature, appearing on select series throughout the regular season.
According to Sportsnet, Blue Jays broadcasts attract significant audiences across both traditional TV and streaming platforms. During the past spring, TV and streaming viewership of Blue Jays training saw a 38% year-over-year increase among the 25 to 54 demo.
