BMO is igniting soccer fever across Toronto and Vancouver with a city-wide campaign that includes a 50-foot illuminated soccer ball, transit takeovers, and interactive fan experiences. As the Official Bank of Canada Soccer, BMO is transforming host cities into high-energy celebrations ahead of the Men's National Team matches.
City-Wide Activations
The campaign features bold installations and interactive moments designed to bring fans closer to the game. Key highlights include a 50-foot soccer ball atop BMO's First Canadian Place branch in Toronto's Financial District, a takeover of Union Station and downtown transit, and a hands-free ATM at the CF Toronto Eaton Centre where fans can kick PIN codes to unlock soccer surprises.
Interactive Experiences
From June 15-30, the BMO Goal Challenge and giant soccer ball photo opportunities will be available at Canada Soccer House in both Toronto and Vancouver. The BMO Deskshaw, a custom-branded rickshaw, will help fans navigate match days while offering soccer and banking trivia. BMO branches will also feature co-branded jerseys, scarves, and pins to spark client engagement.
Investment in Youth Soccer
BMO is reinforcing its commitment to growing the game with a $250,000 investment in the Canada Soccer Foundation, expanding access for youth nationwide. This initiative aims to build community pride and support future generations of players.
Fan-First Campaign
The campaign features actor Lamorne Morris as 'The BMO Guy' alongside Canadian captain Alphonso Davies in comedic spots across television, digital, and social media. In Quebec, Montreal actor Noémie Yelle stars as the BMO employee. Catherine Roche, BMO's Chief Marketing Officer, stated: 'Soccer has the power to bring people together. We're proud to create experiences that connect fans and invest in the future of the game.'
