BRP Inc. has entered into a partnership with the Montreal Canadiens, giving the Quebec-based powersports company visibility during the NHL hockey season while expanding its involvement with the team’s community initiatives.
The partnership brings together BRP and the Canadiens, with BRP brands Can-Am, Ski-Doo and Sea-Doo to have a presence at the Bell Centre and support the Canadiens Children’s Foundation.
As part of the agreement, Can-Am and Ski-Doo vehicles will be permanently displayed at the Bell Centre. BRP will also participate in community activities involving the Canadiens Children’s Foundation, including the Montreal Canadiens’ annual golf tournament.
“We are honored to partner with an organization whose values align so closely with our own,” said Josée Perreault, Chief Marketing Officer at BRP. “Proud of their Quebec roots, our two organizations share a rich heritage, a strong sense of belonging to our communities, and a shared commitment to creating unforgettable experiences for people.”
Luigi Carola, senior vice-president of corporate partnerships at Groupe CH, said the partnership brings together two Quebec-based organizations and their respective brands.
“We are extremely proud to welcome BRP into our family of partners,” said Carola. “Can-Am, Ski-Doo, and Sea-Doo embody boldness and a passion for performance – values that resonate with our organization. This partnership will allow us to bring together two Quebec icons whose influence extends far beyond our borders.”
The partnership will begin with the 2026-27 hockey season and BRP’s participation in the Canadiens’ annual golf tournament benefiting the Canadiens Children’s Foundation.
As part of a silent auction at the tournament, participants will have the opportunity to bid on a BRP Experiences adventure or a Can-Am Outlander all-terrain vehicle. The total contribution is valued at more than $16,500.
A Can-Am Defender side-by-side vehicle featuring the Canadiens’ colours will also be used as a refreshment cart during the tournament.
BRP, headquartered in Quebec, reported annual sales of $8.4 billion from more than 110 countries and employed close to 17,000 people as of Jan. 31, 2026, according to the company.
The company’s portfolio includes Ski-Doo and Lynx snowmobiles, Sea-Doo watercraft and pontoons, Can-Am on- and off-road vehicles, Quintrex boats and Rotax engines for karts, recreational aircraft and jet boats.
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