1. GENERAL
Stadium: Rogers Centre
Capacity: 49,539
Built: 1989 / $370 M USD
Head office: 1 Blue Jays Way, Suite 3200 Toronto, Ontario M5V1J1
Phone: (416) 341-1000
Fax: (416) 341-1250
Website: Toronto Blue Jays
E-Mail:
Radio flagship: The FAN 590 AM
Local/national television: Rogers Sportsnet Ontario, TSN, CBC
Corporate partners/sponsors: Rogers Communications, General Motors, Labatt Breweries, HSBC, MasterCard.
Mascot: Ace.
2. HISTORY
Established: 1977
Franchise ancestry: Expansion.
3. BUSINESS OF WINNING
World Series titles: 2 (1992, 1993)
American League pennants: 2 (1992, 1993)
AL East Division titles: Five (1993, 1992, 1991, 1989, 1985)
Wild cards: 0
4. OWNERSHIP AND MANAGEMENT
Owner: Rogers Communications (Ted Rogers)
Acquisition date/price: 2000 / $137M USD
General Manager: J.P. Ricciardi
Manager: Cito Gaston
Stadium: Owned and operated by Toronto Blue Jays/Rogers Communications
Concessions: Sportservice
5. PLAYER PAYROLL
Player costs: $104M USD (2007)
6. FRANCHISE FINANCIALS
2008 Franchise value: $352 M USD
2008 Franchise value ranking: #10 in American League / #22 in Major League Baseball
2008 Franchise value increase: 2%
2008 Debt/Value ratio: 0%
2007 Revenues: $160M USD
2007 Operating Loss: $1.8M USD
Source: Forbes.com
7. CONSUMER PRICING
2008
Average ticket price / ranking: $28.37 USD / #5 in AL and #10 in MLB
Fan Cost Index*/ranking: $230.46 USD / #3 in AL and #5 in MLB
Source: Team Marketing Report
* FCI refers to the price of four average tickets, two small beers, four small sodas, four hot dogs, parking for one car, two game programs and two adult-sized caps.
8. ATTENDANCE
2008
Home Dates: 81
Home Attendance Average: 29,626
Home Attendance Drawing Capacity: 58.6%
Home Attendance Total: 2,399,786
Home Attendance Rank: #6 in American League/#18 in Major League Baseball
Road Dates: 80
Road Attendance Average: 30,262
Road Attendance Drawing Capacity: 69.7%
Road Attendance Total: 2,420,960
Road Attendance Rank: #8 in AL / #24 in MLB
Regular Season Dates: 161 dates
Regular Season Average: 29,942
Regular Season Drawing Capacity: 63.7%
Regular Season Total: 4,820,746
Total Attendance Rank: #6 in AL / #20 in MLB
Source: ESPN.com and TheSportMarket.biz
Estimated Gate Receipts: $42 M USD
Source: Forbes.com
9. TELEVISION RATINGS
Average # of households: 100,000 (Rogers Sportsnet Ontario)
Change: %
Rating:
Decrease: %
Source: TheSportMarket.biz
Estimated revenues from television¹: USD (2007)
10. CORPORATE SPONSORSHIP
Estimated revenues from sponsorship²: $ M USD (2007)
11. MERCHANDISE SALES
Estimated revenues from merchandising and licensing³: $ M USD (2007)
12. CONCESSION AND ANCILLARY SALES
Estimated revenues from concession sales: $ M USD (2007)
13. MARKET SIZE
City Population: 2,841,500
Metropolitan Area Population: 5,113,149
Greater Metro Area Population: 5,555,912
City size ranking: #1 in Canada/ #4 in North America / #4 in AL / #7 in MLB
Metro area size ranking: #1 in Canada / #7 in North America / #5 in AL / #10 in MLB
Greater Metro area size ranking: #1 in Canada / #8 in North America / #7 in AL / #13 in MLB
Source: Statistics Canada 2007
Designated Market Area (DMA): 2,476,450 TV homes / 2.164% of US
DMA ranking: #1 in Canada / # 8 in North America / #7 in AL / #12 in MLB
Source: Nielsen 2008
14. MARKET ECONOMICS
Economic Description: General and diversified; business and finance; banks and brokerage firms; wholesale and distribution centre; media, publishing, telecommunications, Information Technology, tourism, film production.
Major companies: Hudson Bay Company, Manulife Financial, Four Seasons Hotels, Thomson Corp, CTV Globemedia, Rogers Communications, Alliance Atlantis, Celestica, RBC Financial, TD Canada Trust, CIBC, Scotiabank and BMO Financial.
City per capita income (ranking): $35,549 CDN (#2 AL / #4 MLB).
Metro area per capita income (ranking): $35,780 (#14 AL / #30 MLB)
Provincial per capita income (ranking): $26,181 (#14 AL / #30 MLB)
15. MARKET DEMOGRAPHICS
Ethnicity (City of Toronto): One of the most diverse cities in the world; Race – White 60%, South-Asian and Indo-Caribbean 12.0%, Chinese 11.4%, African-Caribbean 8.4%, Filipino 4.1%, Latin 2.5%.
Language: Approximately 80% English.
Median Age: 36.9 years.
Political Leadership: Mayor of Toronto – David Miller (NDP); Premier of Ontario – Dalton McGuinty (Liberal). |
