Blue Jays backers are basking in the World Series glow but how long will it last?

By Canadian Press on October 31, 2025.

TORONTO — Toronto Blue Jays partners like Tim Hortons and TD Bank might be basking in the team’s World Series run now, but experts say the glow won’t last long.

Ann Pegoraro, the Lang Chair in Sport Management at the University of Guelph in Ontario, says research around mega events like the Olympic Games suggests there’s a “two-week halo” for athletes who’ve won medals and the sponsors associated with them.

If the Blue Jays become the World Series defending champions, she says the team will get rings, banners and celebrations, creating more moments for brands to benefit from their relationship to the team.

But Moshe Lander, a senior lecturer in economics at Concordia University in Montreal, says any bumps in traffic, sales or attention brands garner from associations to teams in the playoffs are “much smaller than you think.”

That’s because team sponsorship often doesn’t carry much weight when people are considering how to spend their money.

Lander says those more likely to bank with TD choose it not because it’s tied to the Jays but because it’s often the closest branch to their home, has a broker they like or offered a great mortgage rate.

This report by The Canadian Press was first published Oct. 31, 2025.

Companies in this story: (TSX:TD)

Tara Deschamps, The Canadian Press