BMO has launched a city-wide campaign in Toronto and Vancouver to celebrate the Canadian Men’s National Team and energize fans as the cities prepare to host global soccer attention. The Official Bank of Canada Soccer is using large-scale activations, transit takeovers, landmark displays and interactive fan experiences to turn everyday spaces into soccer celebrations.
In Toronto, the campaign includes a 50-foot illuminated soccer ball atop BMO’s First Canadian Place branch in the Financial District, a takeover at Union Station and throughout the downtown core, and a hands-free ATM experience at CF Toronto Eaton Centre from June 15 to June 18 that lets fans kick “PIN codes” to unlock soccer-themed surprises. BMO is also introducing the “BMO Deskshaw,” a custom-branded rickshaw inspired by “The BMO Guy” that will help fans get around on match days while offering soccer and banking trivia.
Another activation, “Fast Feet,” will run at CF Toronto Eaton Centre from June 15 to June 30, featuring a soccer drill designed to test speed, agility and targeting. Fans in Toronto and Vancouver can also take part in the BMO Goal Challenge and pose with a giant BMO soccer ball at Canada Soccer House. Across both cities, BMO branches are joining the campaign with co-branded jerseys, scarves and pins, along with in-branch matchday moments intended to build community pride and engage customers.
The campaign extends beyond physical installations through national advertising and digital content featuring actor and comedian Lamorne Morris as “The BMO Guy,” alongside Canadian Men’s National Team captain Alphonso Davies. In Quebec, Montreal actor Noémie Yelle appears as the BMO employee in localized creative. The campaign spans television, digital, social and experiential channels.
BMO also announced a $250,000 donation to the Canada Soccer Foundation to support grassroots soccer and expand access for youth across Canada. The bank said the investment is part of its long-term commitment to growing the game, alongside its support for the Canadian Men’s and Women’s National Teams.
Canada Soccer CEO Kevin Blue said BMO’s support will help create lasting impact by giving fans memorable experiences while also funding programs that can develop the next generation of players. BMO said it has supported soccer in Canada for more than two decades and continues to back community growth through philanthropy, volunteering and employee giving.
In 2025, BMO directed more than $124 million to community progress, including $101 million in charitable contributions across North America. Employees contributed over 54,000 volunteer hours and more than $40.3 million through employee-driven giving campaigns.
