Motor Oil Meets the Mound: Valvoline Announces 2021 Partnership with Toronto Blue Jays

Rhea-AI Summary

Valvoline Inc. (NYSE: VVV) has announced a landmark partnership with the Toronto Blue Jays for the 2021 MLB season. This collaboration marks Valvoline Canada's first alignment with a Canadian sports team, enhancing its brand visibility across the nation. Valvoline will utilize various marketing channels, including social media, outdoor advertising, and in-stadium promotions during 80 home games. The partnership aims to celebrate Valvoline's heritage as 'The Original Motor Oil' and connect with Canadian audiences.

Positive

• Increased brand visibility through partnership with Toronto Blue Jays.
• Utilization of multiple marketing channels to enhance audience reach.
• Celebration of Valvoline's historical brand heritage will resonate with consumers.

Negative

• None.

Marketing alignment demonstrates 'The Original Motor Oil' brand's ongoing commitment to expanding its Canadian footprint

MISSISSAUGA, ON, March 22, 2021 /PRNewswire/ -- Valvoline Inc. (NYSE: VVV), a U.S.-based, leading worldwide supplier of premium branded lubricants and automotive services, announced today a partnership agreement between Valvoline^TM Canada and the Toronto Blue Jays^TM. This historic first for Valvoline Canada will provide the 150-year-old brand 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's place as an American original and features a modern interpretation of its most-recognized logo from the late 1960s and early 1970s, a high-water mark of American automotive culture.

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

"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."

 Since 1866, Valvoline has conceptualized, tested and perfected its motor oil science, resulting in a complete portfolio of leading products and game-changing product packaging trusted worldwide. From the world's first racing oil to the world's first high mileage oil to the world's first synthetic blend, Valvoline has protected engines for over 150 years.

About Valvoline^TM
Valvoline Inc. (NYSE: VVV) is a leading worldwide marketer and supplier of premium branded lubricants and automotive services, with sales in more than 140 countries. Established in 1866, the Company's heritage spans more than 150 years, during which time it has developed powerful brand recognition across multiple product and service channels. Valvoline ranks as the

No. 3 passenger car motor oil brand in the DIY market by volume. It operates and franchises nearly 1,500 quick-lube locations, and it is the No. 2 chain by number of stores in the United States under the Valvoline Instant Oil Change^SM brand and the No. 3 chain by number of stores in Canada under the Valvoline Great Canadian Oil Change brand. It also markets Valvoline lubricants and automotive chemicals, including Valvoline High Mileage with MaxLife technology motor oil for engines over 120,000 km; Valvoline Advanced Full Synthetic motor oil; Valvoline Premium Blue^TM heavy-duty motor oil; Valvoline Multi-Vehicle Automatic Transmission Fluid; and Zerex^TM antifreeze. To learn more, visit www.valvoline.com.

^™ Trademark, Valvoline or its subsidiaries, registered in various countries
^℠ Service mark, Valvoline or its subsidiaries, registered in various countries
^™TORONTO BLUE JAYS and all related marks and designs are trademarks and/or copyright of Blue Jays Baseball Partnership ("RBJBP"). © 2021 RBJBP

FOR FURTHER INFORMATION
Media Relations	Investor Relations
Ashley Foster, APR	Sean T. Cornett
+1 (205) 322-5646 x551	+1 (859) 357-2798
ashley@bigcom.com	scornett@valvoline.com

 

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SOURCE Valvoline Inc.

FAQ

What is Valvoline's partnership with the Toronto Blue Jays about?

Valvoline has formed a partnership with the Toronto Blue Jays for the 2021 MLB season, promoting its brand across various marketing channels.

How will Valvoline's branding be displayed during the 2021 season?

Valvoline's branding will be displayed through social media, outdoor advertising, and at 80 home games behind home plate.

What does the partnership signify for Valvoline in Canada?

This partnership signifies Valvoline Canada's first collaboration with a Canadian sports team, enhancing its market presence.

When does the MLB season opener occur for the Toronto Blue Jays?

The season opener for the Toronto Blue Jays is scheduled for April 1.