Riding the Wave: How the Blue Jays’ World Series Journey Boosts Rogers' Valuation and Future Potential

How the Toronto Blue Jays’ World Series Run Could Boost Rogers Communications’ Valuation

By Garry Marr, Financial Post — November 7, 2025

The Blue Jays played hard in 2025. They almost won the World Series. They reached Game 7 but lost to the Dodgers. The team’s brave playoff run helps Rogers Communications. This help goes far beyond the baseball field. Rogers is Canada’s biggest telecom company.

More Than Just a Baseball Story: The Business Stakes

Rogers owns key sports assets. It holds a 75% share in Maple Leaf Sports & Entertainment Ltd. (MLSE). MLSE runs the Toronto Maple Leafs (NHL), the Toronto Raptors (NBA), and Toronto FC (MLS). Rogers also owns the Toronto Blue Jays entirely. These teams boost Rogers’ brand and revenues.

Rogers plans to spin off its sports teams into a separate company. The Blue Jays’ deep playoff run can raise the new company’s value. The run refreshed the team’s fan base in Toronto and across Canada. Ticket sales, merchandise, and viewership all grew, and these factors help raise the valuation.

Valuing Rogers’ Sports Empire

Rogers’ CEO Tony Staffieri estimates the sports assets are worth over $15 billion. Independent reviews back this number. A National Bank report values the MLSE teams at about US$10.2 billion. In that review, the Raptors are worth US$5.22 billion, the Maple Leafs US$4.25 billion, and Toronto FC US$730 million. The Blue Jays stand at roughly US$2.39 billion. In addition, the Blue Jays’ value increased by 5% in the last year before the playoffs.

Potential for a Public Offering and Acquisition

Rogers wants to buy the remaining 25% of MLSE. This stake is owned by Larry Tanenbaum’s Kilmer Group. The company hopes to finish this deal in the next 18 months. Rogers may then offer its sports assets to the public. Investors and fans may find these teams very attractive. The Blue Jays’ playoff run shows strong competition and boosts fan interest.

Revenue Gains from Playoff Success

The Blue Jays’ playoff games drove real revenue. Stadium seats filled up, and ticket sales soared. The team shares postseason gate receipts with its players. For Wild Card games, players get 50% of the receipts. In the Division Series, League Championship Series, and World Series, the players get 60% for the early games. Deep playoff games, like Game 7, add valuable money to the club. In 2024, players received about US$129.1 million from these revenues. Merchandise, sponsorships, and ads also helped Rogers earn more.

What If the Blue Jays Had Won?

A championship win would have created even more revenue. Still, the near win boosts Rogers’ outlook. The close series generates excitement. This energy keeps fans loyal. In sports business, fan loyalty is very valuable.

Looking Ahead

The Blue Jays’ run was not just a sports story. Their effort on the field creates financial ripples off the field. Rogers plans to strengthen its ownership and may offer its sports teams to the public. This playoff run adds value that could last for years. The Blue Jays have helped shape the future of one of Canada’s top sports and media companies.

Toronto Blue Jays’ Ernie Clement celebrates with George Springer after scoring on a double by Andrés Giménez during the sixth inning of Game 7 of the World Series against the Los Angeles Dodgers, Nov. 1, 2025, Toronto.

Photo by AP Photo/Brynn Anderson

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