The major bank converts every point at the BNP Paribas Open into a dollar for the Girls on the Run organization. The initiative combines sports sponsorship with social responsibility.
The major bank BNP Paribas converts every point played during the Indian Wells tennis tournament into a donation to support girls. Their “Points for Change” initiative supports the organization Girls on the Run, which is currently celebrating its 30th anniversary. In this way, the financial group shows how sports sponsorship can be combined with social responsibility.
From the court into the community
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The focus is on the simple and effective “Points for Change” campaign. For every point scored by ATP and WTA professionals at the ongoing BNP Paribas Open in Indian Wells, the bank will donate one US dollar to Girls on the Run International. The campaign is now in its third year and is an integral part of the bank’s tennis commitment. Last year, over 26,000 points – and thus dollars – totaled up for a good cause.
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The funds flow to both the national organization and specifically to the local branch in the Coachella Valley. They fund evidence-based programs designed to empower girls ages eight to fourteen through a combination of running and life skills training. The goal: build self-confidence, promote emotional intelligence and develop resilience.
A partnership with an anniversary and perspective
This year’s collaboration coincides with a special milestone: Girls on the Run turns 30 years old. Partnering with a global player like BNP Paribas not only offers the non-profit organization financial security, but also a large stage. Just on March 12, ten college scholarships were awarded to local high school students – an action that underlines the reach of the commitment.
For BNP Paribas, tennis sponsorship has been a core brand for over 50 years. The “Points for Change” initiative shows how this heritage is now linked to modern ESG (environmental, social and governance) strategy. It’s no longer just about logo presence, but about creating a measurable, positive impact.
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The trend towards values-based sponsorship
Analysts are observing a clear trend: companies increasingly want to make a concrete contribution to society through their sponsorship. Interactive fundraising models like BNP Paribas’s create a deeper emotional connection between event, fans and social cause. They increase the visibility of the supported organization and profile the sponsor as a responsible actor.
While the tournament culminates on March 15th, the amount raised continues to grow with each rally. An official honoring of the scholarship holders on the square on March 14th will once again highlight the commitment. The message is clear: In sport, every point counts – and at the same time it can make a difference in the world.
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