Garnier Canada is extending and expanding its partnership with the Toronto Blue Jays, with Garnier Fructis remaining a partner of the Major League Baseball club through 2028.
The multi-year agreement follows the first year of the collaboration in 2025 and will include national storytelling, digital and social content, contests, product discovery opportunities and select in-stadium activations during the baseball season.
Garnier said the expanded partnership is intended to provide additional opportunities for the brand to engage with Blue Jays fans through content and in-person experiences.
“This partnership reflects what Garnier Fructis stands for: high-performance hair care that’s accessible to everyone, paired with a team that brings Canadians together coast to coast.” said Carole Maury, General Manager, Garnier Canada. “The Blue Jays’ fanbase reflects the diversity of Canada, and that inclusivity strongly aligns with how we think about beauty and self-care today. We’re excited to build on this partnership in the seasons ahead with meaningful moments for fans.”
The partnership began in August 2025, when Garnier introduced a series of activities at Rogers Centre, including an influencer event, consumer sampling and in-game experiences.
The company said the collaboration coincided with the Blue Jays’ 2025 postseason run, which ended with the club’s first World Series appearance since 1993. Garnier said the team reached 24.5 million Canadians during the postseason.
The partnership is continuing as the Blue Jays are in their 50th season, with Garnier positioning the relationship as a way to connect with consumers through the team’s national fan base.
“We are pleased to extend our partnership with Garnier through 2028. Their commitment to innovation and community aligns strongly with our organizational values, and we look forward to continued collaboration.” said Mark Ditmars, Vice President, Partnerships, Toronto Blue Jays.
For the 2026 season and beyond, the companies said fans will see additional activity across digital and social channels as well as in the stadium. Further details are expected to be announced during the baseball season.
Garnier is a brand of L’Oréal Canada, which is a wholly owned subsidiary of L’Oréal Groupe. L’Oréal Canada was established in 1958 and employs more than 1,800 people. Its portfolio includes 36 brands.
Garnier Fructis is one of Garnier’s hair-care brands, offering products for a range of hair-care needs and routines.
More from Retail Insider:
