The Toronto Blue Jays’ win of the American League East title is expected to generate a significant economic lift for Canada’s hospitality and retail industries. The surge in fan excitement could drive increased spending at restaurants, hotels and merchandise retailers across the country.
With many Canadians emotionally invested in the team’s championship run, restaurants and sports bars may see a rise in traffic, while hotels in the Greater Toronto Area could benefit from out-of-town visitors. Sales of team merchandise such as jerseys and hats are also expected to climb as fans rally behind the Blue Jays’ postseason journey.
“I think that the Toronto Blue Jays winning the American League East title represents a great opportunity for Canadian restaurants, hotels and merchandise stores,” said Bruce Winder, retail analyst and author.
“At a time when Canada needs a win or at least the hope of a win, this development creates some much needed sales momentum, especially in the restaurant industry that has shown signs of softening of late. This may get consumers out of their own kitchens and into sports bars to celebrate the game with fanfare.
“Hotels too may experience an uplift in the GTA as fans travel from out of town to catch a game. I think Canadians from coast to coast are invested emotionally in the Jays and seeing them live and contending for a championship may be a once-in-a-generation event.
“Finally, merchandise vendors will get a much needed boost from sales of hats, jerseys, banners and so forth. Suppliers will be scrambling to get product into the country and ride the sales crest for the 2025 championship run.
“It’s been a long time since Canada has had a championship team and a potential win by the Jays will benefit not only our economy but our confidence as well. “We don’t know how long this run will last but the longer the better and bigger the benefit to the hospitality and retail sector.”
George Minakakis, Founder and CEO of Inception Retail Group, said brand crazy Jays’ fans will give a surge in spending whether at the game or from their homes.
“Not unlike the Canadian NHL team in the playoffs, we have spikes. Jays’ paraphernalia will sell; everyone wants to have memorabilia of a period in time to say they were there. Pre- and post-game dining and entertainment options around the stadium for in-person attendees will be in high demand,” he said.
“Media and streaming will flourish for those from home. Takeout and delivery will surge, including snacks from the grocers and convenience stores.
“Betting on the games will also see a boost. I would also expect that collectibles will trade hands with those who know what they are looking for.
“Sports brands have a life of their own, especially when there is an expectation or hope that their team will make it all the way.”
Vividata’s SCC | Sports 2025 study found that more than 73 per cent of Canadian sports fans purchased merchandise in the past year, spending $3.2 billion, and the Jays’ postseason push is when that passion peaks — jerseys old and new, caps on heads from Ontario to British Columbia, and flags flying from balconies and car windows.
“Our data shows Blue Jays fans may skew older, but their passion is as strong as ever,” said Pat Pellegrini, President & CEO of Vividata. “They follow the team game after game, they support the stars, and they are ready for another October. How can you not be romantic about baseball?”
The Blue Jays command one of the largest fan bases in Canadian pro sports, with 6.3 million fans nationwide — more than 70 per cent of all MLB fans in the country. Nearly half (41 per cent) live outside Ontario, reinforcing the Jays’ position as Canada’s team. To put that in perspective, Jays fandom is almost 15 times larger than Yankees fans in Canada (430,000), and it dwarfs Red Sox, Cubs and Tigers fans combined.
For the first time since 2016, playoff baseball beyond the wild card round is coming to Toronto — and the pre-game party is going to be rocking across the street from the stadium.
Steam Whistle Brewing, home to the historic Roundhouse on Bremner Boulevard, is transforming into Toronto’s playoff hub with tailgate parties before every home playoff game, and for the first time, watch parties inside “The Bird’s Nest” so fans without tickets can still join the action. It kicks off with the first game of the Division Series on Saturday.
“The best seats may be in the ballpark, but this October the second-best place to cheer on the game is just outside the gates — at Steam Whistle and in Roundhouse Park,” said Greg Taylor, Co-Founder and CEO of Steam Whistle Brewing. “A beer and a burger to go, the game on a big screen and legal cheers in the park, Steam Whistle is Toronto’s playoff hub, with or without a ticket.”
The Steam Whistle tailgate party starts three hours before the first pitch. Free and open to all, the tailgate offers fans a fun, family-friendly event to get ready to cheer on the home team. Thousands of fans filtered through the Roundhouse ahead of home games throughout the regular season, and Steam Whistle is excited to celebrate the return of playoff baseball to Toronto.
The tailgate party features a full bar and food menu, including ballpark staples like hot dogs, burgers, chips and peanuts with vegan options available. People can also enjoy an ice-cold Steam Whistle pilsner, on tap or in cans to go.
More from Retail Insider:
- Tourism GDP up 1.3% as Canadians travel locally: Statistics Canada
- Canadians’ Spending Intentions Reach Record High
