Canada welcomes new immigrants every year, primarily from South Asia and the Caribbean. This presented a golden opportunity for our client, the Toronto Blue Jays, to engage a fresh audience. To connect with this new fan base, we collaborated with Chris Gayle, an iconic Jamaican cricketer who played international cricket for the West Indies. Also known as the ‘Universe Boss,’ this flamboyant cricketer is often likened to Tom Brady in the cricket world. This partnership aimed to bridge the gap between cricket and baseball for newcomers to Canada. We hosted a first-of-its-kind event at Rogers Stadium with the Toronto Blue Jays. The highlight of this sold-out event was Chris Gayle throwing the first pitch and mingling with the Blue Jays. Game-day festivities were further enhanced by a popular South Asian DJ, food, and a limited edition cricket jersey giveaway. The event, captured in original content, aired on ethnic channels and garnered over 4.9 million impressions and 1 million video views, reaching sports enthusiasts locally and globally.