Booster Juice partners with Jays’ Bautista

July 28, 2011  |  Chris Powell  |  Comments

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.

See all comments Recent Comments

Robb

What a great partnership. Both being the best at what they do. Grand slam for both.

Wednesday, August 03 @ 2:32 pm | Reply

Susan

Good job Jose, keep hitting that ball & drinking Booster Juice!!

Saturday, July 30 @ 9:28 am | Reply

Gee Zulueta

Congratulations to my favorite player Jose Bautista and the Booster Juice. More power to both of u. God bless.

Friday, July 29 @ 5:58 pm | Reply

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