BMO is a major sponsor of the Canadian Hockey League and is title sponsor of the BMO Top Prospects Game. BMO’s Ultimate Fan campaign runs in nearly every market in Canada with the objective to get fans to dress up in teams jerseys, colours, and costumes on designated Fan Appreciation Nights to battle it out to see who is their teams Ultimate Fan.
The Strategy was to create engaging and interactive promotions for fans that integrate the BMO brand. Create an association between the local teams, their fans and BMO local branches.
This resulted in a promotion that runs in 40 CHL markets across the country; 40 winners are chosen every season.