BMW, Tennis

In 2018, BMW undertook work to ensure that every investment they were making had the potential to be a difference maker for their brand and business. The team looked across the national sponsorship landscape seeking a partnership that could best deliver on the brand’s growth objectives. After a long standing partnership with Golf Canada as a sponsor of the Canadian Open, BMW Group Canada decided to move in a different direction by establishing a partnership with Tennis Canada starting in 2019.

Entering into tennis as the official automotive partner of the Roger’s Cup, BMW had the opportunity to connect with a new audience in both Montreal and Toronto. BMW was comfortable with golf because they knew what to expect. I was tasked with creating a video that dynamically dramatized the excitement of their foray in the sport of tennis in Canada, creating a memorable impression internally at BMW and with tennis enthusiasts across the country.