BMO Scoring For Equality #FanFiniPourElles
Women’s sports have been gaining attention, yet media coverage and visibility still lag behind men’s leagues. To address this gap, BMO and UM set out to demonstrate that its commitment to Growing the Game went far beyond token sponsorship. Through #FanfiniPourElles, BMO gave female soccer players and their fans the spotlight they deserved by professionally broadcasting the CF Montréal Women’s Academy final match on YouTube and hosting a live viewing event at Quebec’s iconic Café Olimpico. Our strategy combined offline, online, local, and experiential channels including OOH, home, wild postings, television, and social storytelling to amplify the event and rally support. Through broadcast-quality production, live commentary from soccer personalities, and community activation, the initiative brought unprecedented attention to women’s soccer—driving record engagement, boosting awareness for BMO #Fanfini to its highest level ever, and strengthening BMO’s recognition as the bank truly committed to soccer. Video Credit: TBWA.