National Hockey League (NHL) team Montreal Canadiens has announced a multi-year jersey partnership with air travel operator Air Canada.
The deal will place the Air Canada logo on the Canadiens away jersey, continuing what has been a 40-plus year partnership between the two brands with Montreal roots.
As such, the partnership will bring benefits for the greater Montreal community as well, with both the Air Canada Foundation and the Montreal Canadiens Children’s Foundation auctioning off a set of game-worn road jerseys at the end of every season throughout the duration of the agreement. All proceeds will be donated to local children’s charities.
France Margaret Belanger, President of Sports and Entertainment, Groupe CH, commented: “It’s a privilege for us to have a longstanding relationship with Canada’s national carrier in Air Canada, and we’re proud to formalise a partnership that will showcase Air Canada’s brand whenever we play on the road.
“We entrust Air Canada to move our players from city to city, and now that connection will be featured on the ice itself, as our team plays before our fans in NHL markets everywhere.”
The deal is part of the NHL’s Jersey Advertising Programme launched last season, allowing for NHL teams to sign brand partnerships and place their partner’s logos on their game jerseys.
Air Canada’s name and branding will be stitched in the upper right chest area of the Canadiens’ official away jerseys, with fans able to also attain the patch at no additional charge for officially away jerseys sold at Tricolore Sports locations inside the Bell Centre.
Mark Nasr, Executive Vice President, Marketing and Digital at Air Canada, and President of Aeroplan, commented: “As the Official Airline of the Montreal Canadiens, Air Canada is deeply passionate about our relationship with the organisation and its devoted fans throughout Quebec and across North America.
“As hockey lovers ourselves, it’s a privilege to fly the team across the continent and proudly represent our support and partnership on and off the ice.”