Canadian Manufacturing

Valvoline announces 2021 partnership with the Toronto Blue Jays

Lubricant supplier aims to increase Canadian footprint with partnership.

March 22, 2021  by CM Staff

MISSISSAUGA — On Mar. 22, Valvoline Inc., a U.S.-based supplier of branded lubricants and automotive services, announced a partnership agreement between Valvoline(TM) Canada and the Toronto Blue Jays(TM). This will provide Valvoline Canada marketing rights throughout the 2021 season.

“For this highly anticipated MLB season, we look forward to extending our reach with Canadian audiences as ‘The Proud Partner of the Toronto Blue Jays(TM),'” said Mark Coxhead, president and general manager of Valvoline Canada. “This partnership will uniquely bring to life Valvoline’s celebratory ‘The Original Motor Oil’ campaign with a historic Canadian baseball club.”

Valvoline’s ‘The Original Motor Oil’ campaign celebrates the brand and features a modern interpretation of its logo from the late 1960s and early 1970s.

Partnership branding will be visible via Valvoline social channels – beginning in the weeks leading up to the April 1 season opener – as well as via outdoor vinyl and digital boards, consumer advertisements, and in Toronto Blue Jays yearbook ads. Additionally, Valvoline branding will be displayed behind home plate at 80 regular season home games.

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“The Toronto Blue Jays are truly Canada’s team, and with a dedicated fanbase that stretches across the country, this partnership gives Valvoline a fantastic platform to deliver our innovative brand message,” said Coxhead. “We are thrilled to bring these two brands together, as well as our shared culture of the relentless pursuit of excellence.”

Valvoline Inc. is the no. 3 passenger car motor oil brand in the DIY market by volume.