It’s not like Toronto Blue Jays slugger Jose Bautista needs a boost – but he just got one anyway.

The reigning home run king of Major League Baseball, who is leading the majors again this season, has signed a new sponsorship agreement with Edmonton-based juice and smoothie company Booster Juice. It is Bautista’s first Canadian endorsement deal.

The four-year deal will see Bautista appear in a national billboard campaign set to debut early next month, as well as 15 and 30-second TV spots expected to debut at the end of August.

Booster Juice’s in-house creative team is still working on the creative for the billboard campaign with CBS Outdoor Canada, but president and CEO Dale Wishewan (pictured right with Bautista) told Marketing it will likely focus on the “MVP combination” of Bautista and Booster Juice. The TV spots, he said, will likely aim to establish a link between Bautista hitting prodigious home runs and drinking Booster Juice products.

Wishewan defined Booster Juice’s core target as people 15-44 with a 60/40 female skew. Wishewan said Bautista – who recently set a new record in All-Star voting with 7.5 million votes – has a broad-based appeal.

“Sports in general is more male based, but we think that there’s a broad enough appeal with Jose because he’s at the top of the game,” said Wishewan. “Even if you’re a female with no interest in sports, there’s a chance that you’ve heard the name.”

Booster Juice, which operates 265 stores across the country, is also in the final year of a two-year sponsorship deal with the Toronto Blue Jays. However, Wishewan told Marketing that he is meeting with team officials today to talk about extending the agreement another three years.