BMO and Soccer
BMO is the Bank of Soccer, and we’re committed to growing the game across North America. We have been supporting soccer for nearly two decades, from grassroots to the professional level. We are partnered with big names in the MLS such as Toronto FC, CF Montreal, Vancouver Whitecaps and most recently Los Angeles FC. In January 2023 we announced our partnership with the newest team to join the NWSL, Angel City FC. BMO is continuing to grow the game, by unifying our diverse communities and creating inclusive pathways and programs for youth and self-identified girls and women in sport.
Key programs include our local clubs program which includes supporting 70 clubs and ~13,000 youth each year, through our partnership with Ontario Soccer we have now extended our reach to over 100,000 girls. Our #FanFini/GearUp program piloted in 2021 in Quebec, collecting soccer gear from the community to be refurbished and donated to youth to help reduce barriers to the sport. BMO is also the presenting sponsor of MLSE Foundation’s Kickstart program delivered in partnership with Toronto FC and Toronto Community Housing. The KickStart program trains coaches, provides employment opportunities, and introduces over 180 youth aged 6-14 across 9 sites, to the game of soccer with a focus on physical literacy and fundamental skill development.
#BMOGrowTheGame campaign – our national soccer campaign highlighting our commitment to the growth of the sport in Canada. This fall we created a campaign to celebrate our support and fandom leading into a World Cup season. Starring our soccer ambassador Alphonso Davies, the ad campaign ran in broadcast and streaming TV during Canadian MLS games and 2022 World Cup matches. The ads were filmed in Edmonton, Alberta at Victoria Soccer Club where Davies first trained as a youth player The ads build off BMO’s previous fan-centric soccer campaigns for Toronto FC and CF Montreal, this time at the national level. The campaign marries BMO’s commitment to soccer with its award-winning brand platform. Featuring Alphonso Davies acting alongside the BMO employee (Lamorne Morris in English Canada and Noemie Yoelle in French Canada), each ad is a vignette that shows off their respective skills: soccer and banking.