Former Toronto Slugger Jose Bautista Homers In Business Too

At 44, José Bautista is still an All-Star – in the world of business rather than baseball.

Bautista, who made six straight American League All-Star teams while playing for the Toronto Blue Jays, owns a soccer team, a Florida wellness center, and a coffee company in his native Dominican Republic. In addition, his Norte Advisers offers financial and investment advice for professional athletes.

He was also an early investor in a bat company, befitting a man dubbed Joey Bats by Toronto fans. He picked up the nickname even before playing in his first post-season game, an American League Division Series encounter between the Blue Jays and Texas Rangers on Oct. 8, 2015.

It was in that game that he followed a decisive three-run homer with a high bat flip that excited Toronto fans, enraged Texas fans, and created a memorable moment that fans still ask him about.

Fans Remember

“It’s the No. 1 topic of conversation,” said Bautista in an exclusive interview 10 years later. “People say hi, shake hands, take a picture, and then ask about the bat flip. Of course, I had to take a little heat too but it was like [celebrating]

a touchdown in football or a goal in soccer.

“It’s good to the game evolving, now taking into account a lot more things important to fans then it used to. We want fans to come and enjoy it.”

Bautista personifies the fact that there’s a link between success in professional sports and in the business world.

“I have to have a passion for it,” Bautista said in explaining his liaisons. “I love having a reliable silent partner, a good market, and a good situation when it comes to financial reporting and standing.

“I know what it means to work hard, know when to cover, be smart, be adaptable, and be able to read the environment and the board.

“It takes two to tango and business deals cannot be too lopsided. You have to bring value into the equation, have good intentions, and help things be better.”

Norte Advisers is a prime example.

Helping Athletes

“There are too many life stories about people and businesses taking advantage of athletes,” he said in an exclusive interview. “We want to change that.

“No matter how you make your money or how much you make, you have to create a great budget and make your income streams be sustainable. We start by great planning on the estate side and tax side before figuring out the cost of lifetysle.

“We take a holistic approach, like the conductor of an orchestra. In a lot of ways, we’re like an ice cream shop with a lot of different flavors.

“My job is to make sure we do what’s best for our clients. We’re six months into it and have quite a bit of growth so far.”

Bautista, whose biggest baseball contract paid him $18 million in 2017, is represented in baseball ventures by Jay Alou, the former major-league outfielder whose uncle is former manager and outfielder Felipe Alou. Because of his knowledge of both baseball and finances, Bautista might tackle that role himself someday.

“It hasn’t been a door I’m willing to walk through yet,” he said. “Right now my plate is somewhat full. I’m busy and enjoying all the things I do today. As we grow our teams and employee base, perhaps it will open up some things in baseball.”

During his career as a right-fielder and third baseman, Bautista was with eight teams, won six straight trips to the All-Star Game, and hit .247 with 344 home runs. He was a Top Ten finisher in voting for American League Most Valuable Player four times.

Home Run Heroics

In his best season, Bautista belted 54 home runs – a Toronto club record – and increased his production by a record 39 over the year before. He was the first Blue Jay to lead the league in All-Star voting and the first elected to start since Carlos Delgado in 2003.

He was also the second man in franchise history to produce consecutive 40-homer campaigns and the first player since Mark McGwire in 1998-99 to lead both leagues in long balls in successive seasons.

Those exploits led to election in the Canadian Baseball Hall of Fame.

“Being in the right place at the right time and working with coaches who believed in me,” he said when asked what led to his prolific power production in 2010. “I had played some winter ball and made some adjustments.”

Cito Gaston, then in the final season of his second stint as Toronto manager, was a big factor in Bautista’s banner year. “He taught me a lot of things and really helped me out,” said Bautista of the outfielder-turned-manager. “He was a breath of fresh air who allowed me to come out of my shell.”

Bautista believes Gaston should be enshrined in Cooperstown for his work in Toronto. “He definitely deserves it,” said Bautista, Toronto’s career leader in home runs. The two still spend time together at Blue Jays alumni events and on the golf course.

Whether he’d consider coaching or managing himself is something he might consider later, Bautista confided. “Maybe when I’m a little older,” he said. “I have a houseful of girls – four of them – so maybe in the future when I have more time to give. This is only my fifth year in retirement after 18 years in my major-league career.

“Being in the baseball environment that long leaves you so little time off. Once you get out of that baseball bubble, you find the world a different place.”

As the owner of the Las Vegas Lights in the U.S. Soccer League, Bautista is still active in professional sports.

“Soccer is on the rise in the country,” he said, “and I saw an interesting opportunity. The Las Vegas project was a rebuild so I took a gamble. I couldn’t be more excited about the future of professional soccer and I think Las Vegas is a great sports destination.”

He’s just as excited about his coffee company.

New Coffee Venture

“The Dominican is known for beaches but not for having coffee,” he explained. “Having been born and raised there, I know it has mountainous terrain that allows us to grow great coffee. I’m a year into that investment and things are turning in the right direction.”

His Tampa training facility is already thriving. “It’s good for professional players who come into town during the off-season as well as the local community,” he said. “It’s not only for training but for rehab, recovery, and nutrition – things that get overlooked in the traditional gym.”

Helping the next generation appeals to Bautista.

“What makes me excited is being able to share nuggets of knowledge,” said Bautista, whose background also includes playing in winter ball, the World Baseball Classic, and even the Olympics. “There are different levels to everything in life.”