The Toronto Blue Jays celebrate winning the American League East division after beating the New York Yankees last week.

Ever since the Toronto Blue Jays clinched the American League East division two weeks ago, Sportsnet has been treating viewers to a raucous promotional spot for the team’s playoff run set to Queen’s 1989 hit I Want It All . Fans might be forgiven for wondering if that’s the current motto of Rogers Communications Inc. RCI-B-T , which owns both Sportsnet and the Jays, as the company reaps a bountiful harvest from its vertical integration strategy.

Rogers seems to be everywhere the Jays are, and then some. It is the presenting sponsor of Sportsnet’s Major League Baseball postseason coverage, has its logo on the top-right corner of the screen and behind home plate, w

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