FCB Montreal

Brand: BMO

Year: 2024

To continue advancing women’s soccer, BMO, co-founder of the CF Montréal Academy’s women’s program, launched the first #FanFiniPourElles event to give the players the spotlight they deserve.

The final regular-season match was filmed and streamed live at Café Olimpico Saint-Viateur, creating an atmosphere worthy of a professional game. To build excitement, BMO rolled out a citywide billboard campaign and created a dedicated YouTube channel, inviting fans to join the celebration.

Café Olimpico was the obvious choice. As a true Montréal soccer institution since the 1970s, it was the perfect place to bring fans together and honor the players. The match featured live commentary from Hassoun Camara, former CF Montréal player, and Claudine Douville, renowned sports journalist, offering an immersive experience that showcased the athletes’ impressive skill.

Since helping establish the women’s program last year, BMO has continued to support its growth by providing structure, resources, and now, visibility within Québec’s passionate soccer community. And with the #FanFiniPourElles event, we opened a door for them into Quebec's soccer fan community, because being seen where it matters is equally important.

Fans showed up in droves, both at Café Olimpico and online, reflecting the growing enthusiasm for the women’s game. For the players, the event was both emotional and empowering — a true game changer for women’s soccer in Montréal.