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Cricket Night At The Park

For many South Asian and Afro-Caribbean communities in Canada, baseball is unfamiliar. However, the human truth is that these communities are passionate sports enthusiasts, particularly for cricket, and share a deep love for the excitement and camaraderie of a ball game. The challenge was to introduce professional baseball as a new sporting experience while leveraging their familiarity with cricket to build a bridge between the two sports.The solution was Cricket Night at the Park, an event created by the Toronto Blue Jays to highlight the commonalities between cricket and baseball—batting skills, fan enthusiasm, and shared game elements. By focusing on what they know and love about cricket, the event created an inviting and inclusive game-day experience, making baseball more relatable and accessible. The strategy worked. Post-event research revealed a notable increase in interest in purchasing Blue Jays tickets among ethnic consumers. The campaign drove ticket sales, brand loyalty and positioned the Blue Jays as a team that embraces cultural diversity, connecting with fans through their shared love of sports.

Toronto Blue Jays
Cricket Night At The Park

Toronto Blue Jays
Cricket Night At The Park