CIBC's Tribute to Canadian Soccer Star Christine Sinclair

CIBC's Moving Tribute to Canadian Soccer Star Christine Sinclair   

The bank partnered with Canadian Soccer and agency Courage to celebrate the athlete’s legacy and impact

This year has been an emotional rollercoaster for soccer fans with Lionel Messi’s move to Miami, Cristiano Ronaldo’s move to Saudi Arabia, Megan Rapinoe’s retirement following the Women’s World Cup and David Beckham’s resurgence with a monster hit docuseries on Netflix.

But while all those names have grabbed the lion’s share of headlines (and brand recognition) in the sport over the past year, there’s one name that stands out to Canadian fans that’s finally getting a moment in the spotlight. This heartwarming and tear-inducing tribute has been produced by Canadian Imperial Bank of Commerce (CIBC), Canada Soccer and CIBC’s creative agency of record, Courage for Christine Sinclair.

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Leslie Blount

Leslie Blount is an Adweek contributor who writes about marketing, brands and culture.