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Grow the Game
While not an official tournament sponsor, BMO turned Toronto into a city-wide soccer celebration during the 2026 World Cup. Hands-free ATMs at CF Toronto Eaton Centre let fans kick 'PIN codes' to unlock fan gear, and the 'Deskshaw', a rickshaw built around the help desk from the bank's ads, gave fans rides on match days with soccer and banking trivia. Murals, station dominations, streetcar wraps, contextual OOH and live fan experiences ran alongside comedic spots with 'The BMO Guy' across national TV, digital and social.
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