BMW releases video with Canadian tennis phenom Bianca Andreescu

Who: BMW and Notch Video for creative and production, North Strategic for PR and social.

What: “The Perfect Match” a new video featuring the automaker’s newly signed brand ambassador, Canadian tennis star Bianca Andreescu.

When & Where: The video was published by BMW during the Rogers Cup in Toronto, with some social support since.

Why: BMW signed a multi-year deal with Andreescu and Tennis Canada in mid June, becoming the national automotive partner of Tennis Canada and official car of the Rogers Cup.

Why Andreescu is a perfect match: According to BMW, the alignment between tennis and BMW is related to precision and dynamic performance. Andreescu is the perfect representation of those qualities at the moment. Plus, she is not only one of the Canadian sports stories of the year, but is quickly becoming a global story. A year ago, she was ranked as low as 245th in the world. Since then, she has won the BNP Paribas Open, become the first Canadian woman to win the Rogers Cup in 50 years, and moved up to 14th in the world rankings. BMW bet on Andreescu, and it has quickly paid off.

How: BMW is starting to amplify Andreescu’s association with the brand. A 30-second video narrated by Andreescu shows her journey from her early days playing the game, overcoming adversity and rising to the top of world tennis. She talks about her love of tennis, her focus, the challenges she’s faced and being “in the zone.” She does not talk about BMW—this is about Andreescu and her amazing accomplishments—although the car does get a handful of beauty shot cameos.

Quote: “Tennis is a sport where athletic precision and dynamic performance are paramount to success, aligning perfectly with BMW and the attributes that continue to define our automobiles and make us the number one premium automotive company globally.” —Sebastian Beuchel, director of brand management, BMW Canada.

David Brown