There are secrets to marketing the Habs

By Edith Katz

The Canadiens’ logo has been given new life, and it all happened by chance, according to Ray Lalonde, Vice-President of Marketing and Sales of the Montreal Canadiens Hockey Club, one of the most celebrated franchises in professional sport.

During his presentation of the teams’ marketing plan for 2003-2004 to a group of faculty, students, alumni and staff on March 23, he described how the logo has become the focus of the new and cool image of the team.

The Happy Fan — the cute face that has appeared on billboards, jerseys and the famous tuque distributed at the outdoor game in Edmonton this year — was hiding in the logo for years. Now the Happy Fan is the centerpiece of the new marketing strategy of the Canadiens designed to appeal to children, teens and young adults.

Ray Lalonde brought to the Canadiens his experience as a wide receiver and football coach at Penn State University (where he earned a master’s in sport administration) and his background in marketing for the National Basketball Association in the U.S. and Europe.

He heads up the 45-member marketing and sales departments, which he said did not exist five years ago.

Professional sport has become a part of the entertainment industry and people expect more when they go out to a game. Even for a team as old and well-established as the Canadiens, with strong traditions and loyal fans, innovative marketing efforts are needed to keep the fans happy.

- Edith Katz, Co-ordinator, Marketing and Communications, Graduate Diploma in Sport Administration (DSA)