Rogers Communications Inc. has announced a remarkable surge in its media revenue, doubling its earnings in the last quarter of 2025, largely due to the Toronto Blue Jays’ thrilling journey to Game 7 of the World Series. With expectations high for the upcoming baseball season, Rogers is optimistic about leveraging this momentum to enhance its extensive sports portfolio.
Blue Jays’ Success Drives Revenue Growth
The Toronto-based telecommunications giant attributed its impressive financial performance to unprecedented television viewership for the Blue Jays. The team’s dramatic Game 7 showdown against the Los Angeles Dodgers captivated an average of 10.9 million viewers, setting a new record for the company. In total, 23 million Canadians tuned in at some point during the World Series, which averaged 7.5 million viewers per game across Rogers’ platforms, including Sportsnet and Citytv.
Rogers’ financial results reflect this increased engagement; the company reported a net income of $743 million for the quarter ending December 31, 2025, compared to $558 million during the same period in 2024. The total revenue reached $6.17 billion, up from $5.48 billion a year prior, while media revenue skyrocketed to $1.24 billion, a substantial rise from $547 million in 2024.
Anticipating Future Success
Chief Executive Tony Staffieri highlighted the significance of the Blue Jays’ playoff run during a recent analyst conference call, noting that Game 7 was not only Rogers’ most-watched broadcast ever but also the highest-rated programme in Canadian history outside of the 2010 Winter Olympics.
Looking ahead, Rogers hopes to maintain this positive trajectory as the new baseball season approaches. Chief Financial Officer Glenn Brandt expressed optimism about strong attendance and competitive performance from the Blue Jays, although he acknowledged the unpredictability of forecasting economic impacts tied to sports teams. “We anticipate a successful season starting at the end of March,” Brandt stated, while also cautioning that playoff runs are difficult to predict.
Expansion of Sports Assets
Rogers’ growth in the sports sector is not solely reliant on the Blue Jays. The company has also seen a boost from its acquisition of a 37.5 per cent stake in Maple Leaf Sports & Entertainment (MLSE) earlier in the year for $4.7 billion, making it the majority owner of the organisation that includes the NHL’s Toronto Maple Leafs and NBA’s Toronto Raptors.
Staffieri confirmed that Rogers intends to buy out the remaining 25 per cent stake held by Larry Tanenbaum, which would provide the company with 100 per cent ownership of MLSE. This strategic move is expected to integrate Rogers’ sports and media assets, including the Blue Jays, into a more cohesive business model. Brandt indicated that this merger could take shape over the next few years, potentially culminating in a sale to minority investors.
The Path Forward
Analysts predict that once Rogers finalises its buyout of MLSE, the combined sports portfolio could be valued at upwards of $20 billion, significantly enhancing the company’s market position. TD Cowen estimated that this growth could provide a substantial boost to Rogers’ share price and help manage its debt.
The company is already exploring ways to consolidate its sports assets, which may include a potential spinout or IPO of MLSE in the future. “Clearly, Rogers has established a set of world-class assets with global appeal,” Staffieri noted, emphasizing the advantages this integration could bring to both customer retention and revenue generation.
Why it Matters
The financial windfall generated by the Toronto Blue Jays’ World Series run highlights the significant impact that successful sports franchises can have on local economies and media companies alike. With Rogers poised for further expansion within the sports sector, this development not only benefits shareholders but also reinforces the importance of sports in Canadian culture. As the company continues to innovate and integrate its assets, the future of sports broadcasting in Canada looks promising, ensuring that fans will remain at the centre of the action.
