BRP Partners with Montreal Canadiens to Boost Brand Visibility
Event summary
- BRP Inc. announced a partnership with the Montreal Canadiens on September 8, 2026.
- BRP will showcase Can-Am and Ski-Doo vehicles at the Bell Centre and support the Canadiens Children’s Foundation.
- BRP contributed over 16,500 CAD to the Canadiens' annual golf tournament, including a silent auction for a Can-Am Outlander vehicle.
- The partnership aligns BRP's Quebec roots with the Canadiens' heritage and community values.
The big picture
BRP's partnership with the Montreal Canadiens leverages the emotional connection Quebecers have with the hockey team to strengthen its own brand loyalty. This move aligns with broader trends in sports sponsorships, where companies seek to associate with iconic local institutions to enhance their market positioning. With annual sales of CA$8.4 billion, BRP's strategic alignment with the Canadiens could amplify its reach in the powersports sector.
What we're watching
- Brand Alignment
- How BRP's association with the Canadiens will enhance its brand perception among Quebecers and beyond.
- Community Impact
- The effectiveness of BRP's involvement with the Canadiens Children’s Foundation in driving positive public relations.
- Partnership ROI
- The measurable impact of the partnership on BRP's sales and market presence in the 2026–2027 hockey season.
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