UM and BMO make the brand’s presence impossible to ignore during World Cup 2026 with “Grow the Game,” a multi-channel campaign spanning national television, digital, social, and experiential platforms. The hero spot features Lamorne Morris, BMO’s dedicated spokesperson, quipping that “They call me the Alphonso Davies of banking” alongside Canada Soccer captain Davies. Noémie Yelle leads the French-language campaign in Quebec.
As the official bank of Canada Soccer, BMO extends the campaign across Toronto through transit hubs, streetcar wraps, digital takeovers, giant murals, and large-scale installations. Innovative activations include “hands-free ATMs” dispensing fan gear and the “DeskShaw”—BMO’s playful take on a rickshaw named after Morris’s office furniture.
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