Every Point Counts: BNP Paribas Open Drives Support for Girls Through “Points for Change” Initiative
Indian Wells, California – As the world’s top tennis players compete for glory at the 2026 BNP Paribas Open, every serve, volley, and return is contributing to a powerful cause. For the third consecutive year, BNP Paribas is running its “Points for Change” campaign, donating $1 to Girls on the Run International for each point played during the tournament. This innovative initiative transforms athletic competition into a tangible force for empowering young girls, aligning sports sponsorship with meaningful social responsibility. The campaign, running concurrently with the BNP Paribas Open from March 4-15, builds on last year’s success, where over 26,000 points translated into a $26,000 donation for the organization.
The partnership between BNP Paribas and Girls on the Run extends beyond financial support. A portion of the funds raised will directly benefit the Girls on the Run Inland Empire council, bolstering programs within the Coachella Valley and surrounding communities. This localized impact underscores the bank’s commitment to investing in the well-being of the communities that host the prestigious tennis event. The initiative comes as Girls on the Run celebrates its 30th anniversary, marking three decades of dedicated perform in fostering confidence and resilience in young girls across the nation.
Empowering Girls Through Running and Life Skills
Girls on the Run International is a non-profit organization dedicated to empowering girls in grades 3-8 through a unique combination of running and interactive life skills lessons. The program aims to build self-confidence, promote emotional intelligence, and develop resilience in young girls, equipping them with the tools to navigate challenges and embrace their potential. According to the organization’s website, the curriculum incorporates lessons on topics such as bullying prevention, healthy relationships, and goal setting. Girls on the Run currently serves over 200,000 girls each year in all 50 states.
A Legacy of Support and a Growing Trend in Values-Based Sponsorship
BNP Paribas’s commitment to tennis spans over 50 years, establishing the sport as a core element of the bank’s brand identity. The “Points for Change” initiative represents an evolution in this relationship, moving beyond traditional sponsorship to embrace a modern Environmental, Social, and Governance (ESG) strategy. This approach demonstrates a shift towards creating measurable, positive impact, rather than simply focusing on brand visibility. Michelle Sprod, Head of Marketing & Communications, Americas for BNP Paribas, emphasized this commitment, stating that the bank believes “tennis can be a catalyst for change, inspiring others around the world to achieve more.”
The “Points for Change” campaign is part of a broader trend in sports sponsorship, where companies are increasingly seeking to align themselves with social causes. Interactive fundraising models like this one foster a deeper connection between events, fans, and the organizations they support, enhancing the sponsor’s reputation as a responsible corporate citizen. Analysts note that this approach not only generates goodwill but also resonates with a growing consumer base that prioritizes ethical and socially conscious brands.
On March 12th, ten college scholarships were awarded to local high school students, highlighting the tangible impact of the partnership. This event, held in conjunction with the BNP Paribas Open, underscored the organization’s commitment to supporting girls’ educational aspirations and providing opportunities for future success.
The BNP Paribas Open: A Global Stage for Positive Change
The BNP Paribas Open, held at the Indian Wells Tennis Garden in Indian Wells, California, is renowned as the world’s largest combined ATP Tour Masters 1000 and WTA 1000 professional tennis tournament. The tournament attracts top players from around the globe and generates significant economic activity for the Coachella Valley. By integrating the “Points for Change” campaign into this high-profile event, BNP Paribas amplifies its message of social responsibility and reaches a vast audience of tennis enthusiasts.
The 2025 BNP Paribas Open saw Mirra Andreeva defeat Aryna Sabalenka in the women’s singles final, 2–6, 6–4, 6–3, marking a significant victory for the young Russian player. Andreeva’s win also highlighted her status as the youngest Indian Wells champion since Serena Williams in 1999. Iga Świątek, the defending champion, reached the semifinals but was ultimately defeated by Andreeva.
Looking Ahead: Continued Commitment and Growing Impact
As the 2026 BNP Paribas Open progresses, the total amount raised through the “Points for Change” campaign continues to grow with each rally. The final tally will be announced at the conclusion of the tournament on March 15th, providing a clear measure of the collective impact of players, fans, and BNP Paribas in supporting Girls on the Run International. The initiative serves as a powerful example of how sports can be leveraged to drive positive social change and empower the next generation of female leaders.
The ongoing partnership between BNP Paribas and Girls on the Run demonstrates a long-term commitment to fostering a more equitable and empowering future for girls. With each point scored at the Indian Wells Tennis Garden, a message is sent: in sport, and in life, every action counts, and every girl deserves the opportunity to reach her full potential.
The next update on the total funds raised through the “Points for Change” campaign will be released following the conclusion of the BNP Paribas Open on March 15th. We encourage readers to share this story and join the conversation about the power of sports to drive positive social impact.