BMO Financial Group

BMO Financial Group

June 17, 2010 07:30 ET

BMO Gets Creative and Looks to the Future for Soccer Marketing Strategy

TORONTO, ONTARIO--(Marketwire - June 17, 2010) -

Editors Note: There is a photo available with this Press Release.

BMO Financial Group (TSX:BMO)(NYSE:BMO) is launching a nation wide marketing campaign that puts a spotlight on the future of Canadian soccer. From June to August, branch and billboard advertising will feature eight Canadian youth soccer players with aspirations to play for the 2022 and 2023 Canadian National teams. 

"We want to show Canadians that we are dedicated to soccer, not only this summer, but well into the future" said Sandy Bourne, Vice-President, Advertising, Sponsorship, Events and Merchandising, BMO Financial Group. "BMO has been working closely with soccer clubs across the country for the past three years. We want to support Canada's future international success, and we know that such success begins in local communities."

BMO is exploring new ways to share with customers, their love of soccer. Twenty nine branches will reflect the country most representative of their customers. This will include branches in Toronto neighbourhoods, such as Little Italy and Danforth, prominently displaying the flags of Italy and Greece. This innovative approach to reach soccer fans will take a further step next month, with the unveiling of a new interactive digital marketing feature in downtown Toronto. 

"The Canadian Soccer Association commends BMO Financial Group for their innovative and inspiring message for Canada's young soccer players," commented Peter Montopoli, General Secretary of the Canadian Soccer Association. "BMO has been a valuable partner for the Canadian Soccer Association in our collective efforts to encourage Canadian youth to participate in the beautiful game. We share the goal of developing these players along a path of lifelong participation in the sport, and for some, providing an opportunity to represent our country."

The decision to focus on future national teams represents BMO's continued support of grassroots sports, especially soccer. BMO currently sponsors more than 500 youth soccer teams in 60 clubs, in addition to the Canadian National teams, Vancouver Whitecaps FC and Toronto FC.

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