BMO's Grass of Greatness Replants Toronto FC's Championship Field
References: strategyonline & thedrum
Since 2005, BMO has been a sponsor of Toronto FC and more recently, community involvement has been a focus for the bank's overall mission -- the Grass of Greatness initiative is the latest example to embody the mission to "grow the good in business and life."
BMO's Global Head of Marketing and Strategy Catherine Roche saw the opportunity to help the community when the field in Toronto FC's home stadium was due for replacement. Instead of discarding the field, BMO saved it by moving it to Toronto's Keelesdale Park and replanting it. She states, "this field is an investment in the future of a vibrant community as well as another generation of aspiring athletes.”
This specific field has championship pedigree as Toronto FC won its 6th Canadian Championship, inaugural Supporters' Shield, and the MLS Cup championship on it in 2017. The move will give children in the community immediate access to the grounds whilst also preserving the city's championship heritage. Most importantly, it gives future athletes the opportunity to play on the same field as their heroes.
Image Credit: BMO
BMO's Global Head of Marketing and Strategy Catherine Roche saw the opportunity to help the community when the field in Toronto FC's home stadium was due for replacement. Instead of discarding the field, BMO saved it by moving it to Toronto's Keelesdale Park and replanting it. She states, "this field is an investment in the future of a vibrant community as well as another generation of aspiring athletes.”
This specific field has championship pedigree as Toronto FC won its 6th Canadian Championship, inaugural Supporters' Shield, and the MLS Cup championship on it in 2017. The move will give children in the community immediate access to the grounds whilst also preserving the city's championship heritage. Most importantly, it gives future athletes the opportunity to play on the same field as their heroes.
Image Credit: BMO
Trend Themes
1. Community-driven Sustainability - Businesses can explore the potential of community-driven sustainability initiatives to promote their products and services while fostering a positive social impact.
2. Sports Heritage Preservation - There is an opportunity for businesses to leverage the preservation of sports heritage through reusing and recycling historic fields or equipment to create new and innovative experiences for customers.
3. Youth Sports Accessibility - With the increase in the demand for youth sports programs, businesses can focus on creating accessible and affordable sports programs to cater to the needs of the younger generation.
Industry Implications
1. Sports Equipment Manufacturers - Sports equipment manufacturers can explore opportunities to develop eco-friendly and sustainable products that support the trend of community-driven sustainability.
2. Sports Tourism - Businesses involved in sports tourism can focus on preserving sports heritage by partnering with local communities to create unique experiences for tourists based on recycled or reused historical fields or equipment.
3. Youth Sports Organizations - Youth sports organizations can leverage the concept of youth sports accessibility by creating inclusive and affordable sports programs to cater to the needs of a broader audience.
3.5
Score
Popularity
Activity
Freshness
