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BMO’s new FIFA Women’s World Cup campaign features rising Canadian soccer star Julia Grosso

July 19, 2023 | Giving and sponsorships

Julia Grosso kicks off a campaign for BMO, the Official Canadian Bank of the FIFA Women’s World Cup 2023™.

BMO is showcasing one of Canada’s fast-rising soccer stars in our latest campaign celebrating our new role as the Official Canadian Bank of the FIFA Women’s World Cup 2023™, which is taking place in New Zealand and Australia beginning July 20. 

The campaign is built around a series of TV, streaming, video and social spots featuring Canadian soccer star Julia Grosso, whose penalty-kick goal secured the gold medal for Canada at the 2020 Tokyo Olympics. BMO will complement the TV and video campaign with social posts on TikTok and Instagram featuring Grosso, which will appear at key moments during the tournament. 

The campaign reinforces BMO’s position as The Bank of Soccer, and our longstanding commitment to the sport, including committing over $25M towards grassroots soccer over the past 17 years and partnerships with all three MLS soccer clubs in Canada. We have pledged to grow the game in Canada, with a particular emphasis on equity and eliminating barriers to inclusion. 

The ads feature Grosso alongside the BMO Banker, the popular character played by former New Girl star Lamorne Morris. The spots feature Grosso engaging with Morris in a series of soccer challenges, such as keep-ups and penalty shots. 

Other spots feature the BMO Banker engaging with young players around some of the sport’s most popular rituals, including penalty shots and the traditional post-match jersey swap. 

“BMO is committed to making progress through our commitments for a thriving economy, sustainable future and inclusive society. Our purpose, to Boldly Grow the Good in business and life, inspires us to eliminate barriers to inclusion and drive equity in sport. We’re excited to feature the talents of Julia Grosso in our FIFA Women’s World Cup campaign as she inspires generations of players, leaders and coaches to reach their full potential—on and off the field.” 

– Catherine Roche
Chief Marketing Officer at BMO

“BMO is synonymous with soccer and we wanted to show up for the Women’s World Cup in a big way. Instead of creating one big spot, we created dozens of content pieces that bring awareness to women’s game and to one its brightest stars.”

– Jeremiah McNama
Executive Creative Director and FCB Canada

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