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Blue Jays seeking sponsors for game-day jerseys

Toronto Blue Jays' Cavan Biggio, left to right, Randal Grichuk, Bo Bichette and Vladimir Guerrero Jr. unveil the team's new blue jersey during their Winter Fest celebration in Toronto on Saturday January 18, 2020.
Toronto Blue Jays' Cavan Biggio, left to right, Randal Grichuk, Bo Bichette and Vladimir Guerrero Jr. unveil the team's new blue jersey during their Winter Fest celebration in Toronto on Saturday January 18, 2020. Photo by Chris Young /THE CANADIAN PRESS

SAN DIEGO – In the ongoing pursuit of new revenue streams, the Blue Jays are looking for a partner to pay for a sponsorship patch to be placed on the sleeve of their game-day jerseys.

Like the NHL has done recently – and pro soccer leagues around the world have been doing for years – Major League Baseball has approved its teams to proceed in the same direction.

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The Jays are looking to do the same, possibly as soon as the 2023 season.

“We will not rush to do something we don’t think is with the right partner and is the right deal,” team president Mark Shapiro said here at this week’s baseball Winter Meetings. “It was a relatively late development and it’s a significant deal.

“I think the same thing we think about with all of our partnerships. We’re looking for someone that epitomizes (the brand) and that we’re proud to identify with.”

The Jays won’t be the first major Toronto pro sports team to pursue such a deal. In September, the NHL’s Maple Leafs signed on the Dairy Farmers of Ontario as a partner and the team’s players sport a small “Milk” patch on their sweaters.