CIBC Pays Tribute to Soccer Ambassador Christine Sinclair During Final Game

Retiring soccer legend and Team CIBC ambassador Christine Sinclair has inspired athletes, women and young girls around the world to pursue their ambitions with passion, honour and integrity. As the bank of ambitions, CIBC wanted to celebrate Sinclair’s record-breaking 190-goal-career by giving her a send-off truly worthy of her massive impact. 

To achieve this, CIBC invited 190 girls to walk onto the field and welcome Sinclair with applause as she stepped onto the pitch for her final game. The brand amplified the moment with a video titled '190 Goals for the Future,' which played inside B.C. Place Stadium during the pre-game tribute for Christine and showed the girls sharing their ambitions for the future. Developed in partnership with CIBC’s agency of record Courage, the moment was a reflection of both Sinclair's impact on the future of women’s soccer as well as CIBC’s guiding belief that every ambition matters. 

The act is further supported by a 12th-minute takeover - a tribute to Jersey #12 - as CIBC spread a message of gratitude across the stadium’s displays while the audience applauded the outgoing athlete and brand ambassador. 

“Christine Sinclair’s impact on soccer is truly immeasurable,” said Dhaval Bhatt, co-founder and CCO of Courage. “For a big brand like CIBC, which works every day to emphasise the importance of ambition, we knew we had to craft a ‘thank you’ that was fitting. Our biggest goals here were to honour the special relationship between Christine and CIBC and for a legend to leave the field knowing just how much her ambition has impacted Canadians and sports fans around the world.”

Additionally, to show its immense support for the diverse ambitions that will power Canada’s future, CIBC will donate $190,000 to the Christine Sinclair Foundation, which aims to support girls and women pursuing their goals, during the legendary game.

“Christine is an inspiration to so many athletes, women and young girls around the world and we are proud to call her an ambassador of our bank, and share her ambition of driving inclusion, diversity and equity in the sport,” said Andrew Greenlaw, vice-president, sponsorship, community and brand, CIBC. “Our donation honours the remarkable impact Christine has had and the belief that she is ‘never retiring from inspiring’. We look forward to this next phase of our journey together, and making even more ambitions real.”

The campaign will also be supported by social posts.