Beyond the Baseline: Tennis Points Fuel Youth Empowerment

INDIAN WELLS, CA – March 06, 2026 – As the world’s top tennis players descend upon the Indian Wells Tennis Garden for the BNP Paribas Open, the familiar sounds of serves and volleys will carry a deeper significance. Beyond the quest for a prestigious title, every point scored from March 4-15 will directly contribute to the empowerment of young girls across the nation, thanks to a continuing partnership between financial giant BNP Paribas and the nonprofit Girls on the Run International.

Through the bank’s signature ‘Points for Change’ initiative, each point scored during the tournament’s singles matches will trigger a $1 donation to Girls on the Run. The collaboration is especially poignant this year, as it coincides with the nonprofit’s 30th anniversary, marking three decades of fostering confidence, character, and healthy habits in young girls.

Points for Purpose: A Model of Strategic Philanthropy

The ‘Points for Change’ initiative is a cornerstone of BNP Paribas's broader strategy to embed corporate social responsibility into its extensive, 50-year-plus sponsorship of global tennis. The program, which first launched at the French Open, transforms the athletic drama on the court into tangible support for local organizations focused on education and inclusion through sport.

“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, in a statement. “By supporting girls' mental and physical health, we're showing that sport can drive meaningful change beyond the court and field.”

This model is not an isolated effort. The bank's commitment is exemplified by other successful programs, such as its partnership with tennis star Félix Auger-Aliassime. Through the #FAAPointsForChange campaign, every point the Canadian scores on the ATP tour generates a $20 donation—$5 from him and $15 from the bank—to support youth education in Togo. Since its inception, that initiative has raised over half a million dollars. This demonstrates a consistent, long-term strategy that leverages the bank's platform in tennis for sustained social impact, moving far beyond simple brand placement.

Celebrating Three Decades of Stride

For Girls on the Run, the partnership provides a high-profile platform and crucial funding during a milestone year. Since its founding in 1996, the organization has served more than 2.7 million girls in grades 3 through 8, delivering an evidence-based curriculum that intertwines physical activity with life-skills development. The program, which holds a top-tier 4-star rating from Charity Navigator for its financial health and accountability, focuses on helping participants build confidence, manage emotions, resolve conflicts, and stand up for themselves and others.

Independent research validates the program's effectiveness, showing that participants experience significant improvements in confidence and connection, with benefits that are sustained long after the program ends. The curriculum culminates not in a competitive race, but in a celebratory, non-competitive 5K event that reinforces the joy of movement and personal achievement.

“For 30 years, we’ve helped girls build confidence, strengthen connections, and discover the joy of movement,” stated Liz Wian, chief development officer at Girls on the Run International. “The awareness and inclusion from BNP Paribas in this meaningful way, ensures more girls have access to the life skills and supportive environments sports provides, for them to thrive, now and in the future.”

From Court to Community: The Tangible Impact

The link between the on-court action and community benefit is direct and quantifiable. During the 2025 BNP Paribas Open, a total of 26,361 points were scored, translating into a $26,361 donation. With a similar number of points expected for the 2026 tournament, the funds will provide a significant boost to Girls on the Run’s mission.

The impact is both national and local. The funds will help the international organization expand access to its programs nationwide and strengthen its curriculum. Critically, a portion of the donation is directed to support programming right in the Coachella Valley, where the tournament is hosted. This ensures that the community welcoming thousands of tennis fans also reaps the direct rewards of the event’s philanthropic spirit. This local focus is further reinforced by the BNP Paribas Open Scholarship Program, which is expanding in 2026 to award $20,000 college grants to ten local high school students.

A Winning Strategy in Corporate Citizenship

The BNP Paribas and Girls on the Run partnership exemplifies a larger trend in corporate philanthropy, where companies are moving away from passive check-writing and toward strategic, long-term engagements that create shared value. By aligning its core business asset—a premier tennis sponsorship—with a social cause that resonates with its values, the bank creates a powerful narrative that engages fans, employees, and the wider community.

This approach is proving to be a winning strategy. Research shows that consumers, particularly parents, are significantly more likely to trust and purchase from brands that authentically invest in youth sports and community well-being. This model of integrating philanthropy into core business strategy transforms civic engagement from a cost center into a strategic asset that strengthens brand loyalty while driving meaningful and measurable social change. As professional sports continue to seek deeper connections with their communities, such multifaceted partnerships provide a powerful blueprint for how to leverage the platform of sport for the greater good.