Adidas sponsors Montreal Canadiens
By Rob Bale
Athletic apparel brand Adidas Canada has signed a sponsorship agreement with the Montreal Canadiens hockey team. The agreement includes brand exposure in Bell Centre, on the ice, on the rink boards and in the player tunnel. Adidas has also signed a promotional agreement with Canadiens player Cole Caufield. During the multi-year agreement, Caufield will appear in various Adidas campaigns in Canada.
“The Canadiens are woven into the fabric of Montreal and NHL history and are recognized by fans around the world as one of the most iconic teams in all of sport,” said Kelly Graham, head of marketing at Adidas Canada. “This partnership marks an exciting step in our commitment to sport in Canada and the connection Adidas has to the hockey community. Our global brand campaign, ‘You Got This,’ is rooted in self-belief, embracing a positive mindset and the joy of the game. We’re thrilled to bring this message to life with these partnerships.”