BRP and Its Can-Am, Ski-Doo and Sea-Doo Brands Become Official Montreal Canadiens Partners
BRP has announced an official partnership with the NHL's Montreal Canadiens, featuring permanent Can-Am and Ski-Doo displays at the Bell Centre and support for the Canadiens Children's Foundation.
- more than 16,500 CAD
- CA$8.4 billion
- close to 17,000
What Happened
BRP Inc. (TSX/NASDAQ: DOO) announced on September 8, 2026, in Valcourt, Quebec, that its Can-Am, Ski-Doo and Sea-Doo brands are becoming official partners of the Montreal Canadiens of the National Hockey League. The company said the partnership pairs two iconic Quebec organizations that inspire passion, push the limits of performance, and hold a special place in the hearts of Quebecers. BRP will gain visibility throughout the hockey season, permanently display Can-Am and Ski-Doo vehicles at the Bell Centre, and support the Canadiens Children's Foundation.
BRP announces an official partnership with the Montreal Canadiens.
BRP takes part in the Canadiens' annual Children's Foundation golf tournament, with silent-auction prizes and a Can-Am Defender refreshment cart.
BRP's Can-Am, Ski-Doo and Sea-Doo brands get official-partner visibility, with vehicles on permanent display at the Bell Centre.
- Official-partner visibility for BRP throughout the 2026-2027 hockey season.
- Permanent display of Can-Am and Ski-Doo vehicles at the Bell Centre.
- Active community involvement with the Canadiens Children's Foundation.
- Participation in the 2026 edition of the Montreal Canadiens' annual golf tournament.
- A Can-Am Defender side-by-side vehicle in Canadiens colors serving as a refreshment cart at the tournament.
To kick off the 2026-2027 season, BRP will play a key role in the 2026 edition of the Montreal Canadiens' annual golf tournament for the Canadiens Children's Foundation. In a silent auction, tournament participants can win a BRP Experiences adventure or a Can-Am Outlander all-terrain vehicle, a total contribution of more than 16,500 CAD. The company will also provide a Can-Am Defender side-by-side vehicle featuring the Canadiens' colors, which will serve as a refreshment cart throughout the tournament.
“We are honored to partner with an organization whose values align so closely with our own. 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.”
“We are extremely proud to welcome BRP into our family of partners. 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.”
more than 16,500 CAD
Offered at the Montreal Canadiens' annual golf tournament for the Canadiens Children's Foundation; includes a BRP Experiences adventure or a Can-Am Outlander all-terrain vehicle.
Why this matters
BRP is tying its Can-Am, Ski-Doo and Sea-Doo brands to one of Quebec's most recognizable sports institutions, which the company says resonates far beyond the province. Hockey fans and Montreal visitors will see BRP vehicles at the Bell Centre all season, while the Canadiens Children's Foundation gains support through the annual golf tournament and an auction offering more than 16,500 CAD in BRP prizes.
Terms in This Story
- Bell Centre
- The indoor arena in Montreal that is home to the Montreal Canadiens hockey team.
- All-terrain vehicle (ATV)
- A small, rugged vehicle designed for driving on rough, off-road surfaces.
- Side-by-side vehicle
- An off-road utility vehicle with seating arranged beside each other rather than in a tandem line.
Summarised from the linked release; details can be imperfect — always verify against the original source.