Indian Wells, CA – Every point played at the 2026 BNP Paribas Open isn’t just a step toward championship glory; it’s a dollar donated to Girls on the Run International. The innovative “Points for Change” campaign, a partnership between BNP Paribas and the youth development organization, exemplifies a growing trend of socially conscious sports sponsorship, turning athletic competition into a powerful force for good.
The initiative, now in its third year, will see BNP Paribas donate $1 for every point scored during the prestigious tournament, held from March 4-15 at the Indian Wells Tennis Garden in California. This commitment builds on the success of the 2025 BNP Paribas Open, where over 26,755 points scored translated into a $26,755 donation for Girls on the Run. The program has expanded across all professional tournaments sponsored by BNP Paribas, with a point meter available on the bank’s “We Are Tennis” website to track progress in real-time.
Empowering Girls Through Sport and Life Skills
Girls on the Run International, a non-profit organization celebrating its 30th anniversary this year, utilizes a unique combination of physical activity and life-skills development to empower girls in grades 3-8. The funds generated through the “Points for Change” campaign will support both the national organization and local programs, specifically benefiting the Girls on the Run Inland Empire council and surrounding communities in the Coachella Valley. The organization has served over 2.7 million girls across the United States and Canada since its inception in 1996.
The program’s curriculum focuses on building self-confidence, fostering emotional intelligence and developing resilience – skills that extend far beyond the running track. Girls on the Run provides a safe and supportive environment where young athletes can learn to navigate challenges, embrace their individuality, and achieve their goals.
A Partnership Built on Shared Values
“Every match creates moments that matter, and Points for Change ensures those moments lead to something greater,” said Michelle Sprod, Head of Marketing and Communications, Americas for BNP Paribas. “Our global tennis program across all levels demonstrates our commitment to this sport we love and when we partner and support organizations like Girls on the Run, we are able to make an even greater positive impact on local communities. By supporting girls’ mental and physical health, we’re showing that sport can drive meaningful change beyond the court and field.”
The partnership with BNP Paribas provides Girls on the Run with not only crucial financial support but similarly a significant platform to amplify its message. On March 12, the organizations jointly awarded ten college scholarships to local high school students, highlighting the tangible impact of their collaboration. This initiative underscores the commitment to fostering educational opportunities for young women.
The Rise of Values-Based Sponsorship
BNP Paribas’ commitment to Girls on the Run reflects a broader trend in sports sponsorship. Companies are increasingly seeking partnerships that align with their Environmental, Social, and Governance (ESG) goals, moving beyond simple brand visibility to demonstrate a genuine commitment to social responsibility. Interactive donation models, like “Points for Change,” create a deeper emotional connection between events, fans, and charitable causes.
This approach not only enhances the visibility of the supported organization but also positions the sponsor as a responsible corporate citizen. Analysts note that such initiatives can significantly boost brand reputation and foster stronger customer loyalty.
The BNP Paribas Open, the world’s largest combined ATP Tour Masters 1000 and WTA 1000 professional tennis tournament, provides an ideal stage for this impactful campaign. The tournament draws a global audience and generates significant media attention, maximizing the reach of the “Points for Change” initiative.
As the tournament progresses, the total donation amount will continue to grow with each point contested. An official scholarship recipient recognition event on March 14 will further showcase the partnership’s positive impact. The message is clear: in the world of professional tennis, every point counts – both on the scoreboard and in the lives of young girls.
The 2026 BNP Paribas Open runs through March 15. Fans can follow the tournament’s progress and the growing donation total on the BNP Paribas website and through Girls on the Run International’s social media channels. The final tally will be announced following the conclusion of the men’s final.
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