By Richard Schenker
As a lifelong Toronto Blue Jays fan, I’ve experienced all the highs and lows this team has delivered over the decades. But beyond the box scores and batting averages, what keeps us connected to our team runs far deeper than just wins and losses. It’s the moments, the symbols, and the traditions that create emotional meaning. One of the more recent and powerful examples of this is the Blue Jays’ now-iconic home run jacket.
First introduced in 2021, the home run jacket quickly became more than just a quirky celebration. Each time a Jays player hits one out of the park, they are welcomed back to the dugout and draped in the custom-designed jacket, which features the names of all the players’ home countries. It is part celebration, part camaraderie, and part unspoken pact between teammates and fans. For those watching, it is a moment that reinforces our shared identity as part of something bigger. It is not just a team. It is a brotherhood, and a source of national pride for fans coast to coast.
The ritual of the jacket taps into something primal and symbolic. It transforms an individual achievement into a collective triumph. Players are not just rounding the bases. They are being honoured by their peers. For fans, it is a powerful visual cue that captures the energy and unity of the team. It builds a shared emotional narrative that extends well beyond the highlight reel.
The Toronto Blue Jays are not alone in this approach. Across Major League Baseball, teams are leaning into their own post-home run rituals. The Padres snap Polaroid photos to memorialize the moment. The Angels use a Samurai helmet to crown their sluggers. The Orioles have become famous for their quirky “Homer Hose.” Each of these brand rituals is more than a gimmick. They are expressions of team culture, values, and identity. They turn fleeting moments into lasting impressions.
So what can brands outside of sport learn from this?
Too many brands still try to earn loyalty through promotions, points, and price. But real, emotional loyalty comes from symbolic actions that create meaning and anticipation. Brand rituals are powerful because they tell customers they belong.
Take, for example, a fashion retailer that rewards frequent shoppers with a personalized “first look” appointment each season. Instead of simply sending an email with new arrivals, the experience could be elevated with a physical invitation, a personal note from a stylist, and a signature in-store toast. Done well, it becomes a brand ritual of recognition, not just a sales event.
Even in financial services, a client reaching a savings milestone could trigger a ritualistic experience. It might be a personalized digital message from their advisor, a branded achievement badge in the app, or even a mailed letter of congratulations. It is not about extravagance. It is about relevance and resonance.
The Toronto Blue Jays did not invent celebration. But they did show us how intentional, repeatable moments can deepen connection. The home run jacket is a reminder that symbolic gestures, when grounded in team culture, can ignite emotional loyalty and inspire storytelling that lasts well beyond the baseball stadium.
For marketers, the lesson is clear. If you want your brand to matter more, create moments that mean more. And if you are not sure where to start, I would be happy to help you discover your brand’s next great ritual.
Richard Schenker is a highly accomplished customer engagement thought leader, loyalty practitioner and partnership curator who has designed, renovated, and managed some of the world’s leading customer loyalty programs. He has an impeccable track record of success at enriching transactional and emotional relationships between iconic brands and their customers, across multiple business sectors. Richard has spent the first half of his career in senior loyalty roles with the Hudson’s Bay Company and Shoppers Drug Mart and the remainder of his career in leadership roles with leading loyalty agencies, Air Miles and Bond Brand Loyalty. Currently he is the Founder & Chief Customer Engagement Officer of Loyal Strategy Consulting, a consulting firm focused on enriching customer loyalty for leading brands. Richard can be reached at: rschenker@loyalstrategyconsulting.com or visit: loyalstrategyconsulting.com
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