BMO Expands Marketing Portfolio With Deal As Official Bank Of NBA Canada

BMO today announced that it has signed a multiyear deal to "be the first ever official bank of NBA Canada," according to Susan Krashinsky of the GLOBE & MAIL. BMO is already a sponsor of the Raptors, as well as a "number of teams in the U.S.," including the Bulls and Bucks. However, team sponsorships "come with certain geographical restrictions." A league sponsorship "gives the bank the chance to market itself using basketball and NBA athletes across" Canada. The recent success of the Raptors "has been attracting more Canadian brands to basketball." Game viewership is up 102% "compared to last year." But there are "other factors as well: there are now 12 Canadian players in the league, the highest number ever." The NBA All-Star Game also "will be hosted" by the Raptors next year. In roughly the last five years, NBA Canada has "doubled its number of marketing partnerships." BMO's deal will "include the launch of basketball programs for young people in 125 communities in Canada this fall" (GLOBE & MAIL, 3/9).