Blue Jays backers are basking in the World Series glow but how long will it last?

Toronto Blue Jays partners like Tim Hortons and TD Bank might be basking in the team’s World Series run now, but experts say the glow won’t last long.

Ann Pegoraro, the Lang Chair in Sport Management at the University of Guelph in Ontario, says research around mega events like the Olympic Games suggests there’s a “two-week halo” for athletes who’ve won medals and the sponsors associated with them.

If the Blue Jays become the World Series defending champions, she says the team will get rings, banners and celebrations, creating more moments for brands to benefit from their relationship to the team.

But Moshe Lander, a senior lecturer in economics at Concordia University in Montreal, says any bumps in traffic, sales or attention brands garner from associations to teams in the playoffs are