What the Toronto Blue Jays can Teach us about Building a Loyal Fanbase

With World Series excitement in the air, it only feels right to talk about the team that defines Canadian baseball loyalty. Whether you’re a die-hard or a casual fan who tunes in for playoff buzz, you’ve probably noticed the same thing we have: the Toronto Blue Jays’ fanbase shows up. Always.

Even without a championship in 32 years, they’re consistently among the top ten MLB teams in attendance. In 2024, they averaged more than 37,000 fans per game — proof that brand loyalty can outlast a winning streak. And that’s something we should be paying attention to. Because while most brands dream about loyal customers, the Blue Jays have built something even stronger: a culture. Here’s what they can teach us about keeping people invested, even after the hype fades.

Know What You Stand For

The Jays aren’t just a baseball team. They’re Canada’s team. They represent a national identity that stretches far beyond the Rogers Centre. That’s emotional branding in action: when people see themselves reflected in what you stand for.

For marketers, this is the difference between selling a product and building a movement. Purpose-led brands see 2.5x higher levels of customer loyalty; it’s not about slogans, it’s about alignment.

Build the Next Generation Before You Need Them

The Blue Jays don’t wait until fans are old enough to buy season tickets; they start with Jr. Jays Saturdays, youth clinics, and school partnerships. They’re not just growing revenue; they’re growing roots.

Great marketers do the same. They think long-term: nurturing early-stage audiences through useful, genuine engagement. If you’re only targeting buyers, you’re missing future advocates. Every impression, view, or interaction is an investment, not a transaction.

Make Every Touchpoint an Experience

A Blue Jays game isn’t just baseball. It’s live music, CN Tower views (when the Dome is open), and shared emotion. It’s the smell of popcorn in Section 118 and the echo of 40,000 fans singing “OK, Blue Jays” in unison.

That’s what true experience design looks like.

Brands that master it see results. 86% of consumers say they’ll pay more for a better experience. So, whether it’s an unboxing moment, a thank-you email, or simply your website’s tone, remember that the emotion you create becomes the memory they keep.

Celebrate the Community, Not Just the Brand

The Jays use their platform for good. From the Jays Care Foundation to spotlighting local heroes, they are not performative; they’re participatory. Fans see themselves reflected in the story.

Consider making that your playbook: put your community on the field. Feature your customers, employees, or partners. Highlight their wins, not just yours. When people feel seen, they stick around.

Stay in the Game All Year

Even when the bats are silent, the Jays keep fans close. Offseason updates, trade rumours, training camp content — their loyalty isn’t seasonal.

Too many brands disappear between campaigns. Consistency doesn’t just build awareness; it builds trust. And the data backs it up: brands that communicate consistently see up to 33% higher revenue growth.

So show up and keep the conversation going, even in the offseason.

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