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BMO begins soccer campaign

Toronto-based BMO Financial Group has begun a new soccer-themed advertising campaign called “BMO Grow The Game.” Developed by FCB Canada, the campaign consists of seven commercials depicting a banker on a soccer field with Canada men's national team member and FC Bayern Munich player Alphonso Davies. Davies recently signed a five-year promotional agreement with BMO. According to the company the campaign is intended to highlight its commitment to soccer at the grassroots and the professional level. The campaign will run during MLS and World Cup broadcasts, as well as on YouTube and Twitch. This will be accompanied by additional social media content. BMO operates a number soccer sponsorships supporting approximately 920 Canadian teams.

“Combining the world of finance with the world of football is naturally funny, but what makes this campaign shine is the chemistry between Alphonso and BMO,” said Jeremiah McNama, executive creative director at FCB. “The end result is smart and playful, while demonstrating BMO's dedication to the game.”

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