Scaling the “Bank of Soccer” Experience in
Los Angeles
Fan Fest: Christmas Tree Lane Park
On marquee matchdays, Christmas Tree Lane Park transforms into a high-octane fan destination. These activations focus on physical play and crowd participation, positioning BMO at the heart of the pre-game supporter ritual.
- The Pannacourt: A fan-favorite return. This custom-built 1-on-1 court allows fans to showcase their footwork in high-stakes King-of-the-Hill style matchups.
- Soccer Skeeball: A tactile, high-energy activation where fans test their accuracy to win BMO-branded premiums.
- Bench Soccer: A fast-paced, social game encouraging head-to-head competition in a unique, branded format.
The BMO Experience Center: Pepsi Plaza
Located at the high-traffic Pepsi Plaza, the BMO Experience Center serves as the brand’s “home base” for entertainment and utility.
- AI Bobblehead Photo Booth: Evolving from our previous “Trading Card” booth, this cutting-edge experience transforms fans into digital bobblehead versions of themselves in the home team’s kit.
- Matchday Karaoke: On select matchdays, a high-energy transformation occurs in the Experience Center. Fans lead chants, sing songs, and keeping the atmosphere peaking before kickoff.
- Customer Perks: BMO Customers are invites to claim exclusive giveaways and branded merchandise.
Driving the Co-Branded Card Launch
To support the rollout of the BMO LAFC and Angel City FC Debit Cards, we integrated high-impact branded assets across both Christmas Tree Lane Park and the Pepsi Plaza. This visual familiarization, paired with messaging regarding the card’s direct benefits, positioned the product as an essential fan tool.
Client Name
Event Date
- 2023 – Present
Event Location
- Los Angeles, CA – BMO Stadium
Services Provided
Results
Engagement & Impressions
- Total Foot Traffic Impressions: 100,000+
- Physical Engagements: 10,000+ unique fans
- Average Activation Time: 10-15 minutes per fan
Card Familiarity & Brand Affinity
- Visual Impact: 100% of fans who enter Fan Fest and enter the stadium through the North and North-West gates were exposed to the new co-branded card assets.
- Sentiment: Post-activation surveys indicated a significant lift in fans viewing BMO as a “supporter-first” brand due to the tangible rewards and high-energy pre-match presence.
*Based on activation data across the 2025 season (Christmas Tree Park & Pepsi Plaza combined)
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