Each year, more and more immigrants move to Canada, enriching its cultural mosaic. With them, they bring their passions for what is familiar, along with an eagerness to explore what is less familiar. A significant percentage of these immigrants belong to South Asian and Afro-Caribbean communities. For these groups, one of their biggest passions is cricket—a sport with very limited mainstream presence in Canada. While they seek meaningful ways to engage with this passion, they also explore an unfamiliar sport—baseball. Our strategy focused on showcasing the similarities between cricket and baseball—such as batting skills, enthusiastic fans, equipment, and terminologies—through an event with the Toronto Blue Jays called Cricket Night at the Park. By embracing cricket’s growing popularity and fostering inclusivity, we aimed to make ethnic fans feel welcomed and enhance their game-day experience. The event was a huge hit, and follow-up research showed an increased intent among ethnic consumers to purchase Blue Jays tickets, resulting in a campaign that successfully drove both ticket sales and brand loyalty.