Sports Business News: Canada Pride Partnership

Time for some recent news items from around the world of sports business. Today I’m going to share the contents from the official press release and then my own quick thoughts.

Official Press Release:  CFL’s Alouette and Canada Pride Enter Into a Historic Partnership

This unprecedented relationship marks the first time that a professional sports organization is collaborating with a national Pride event

Montréal Pride’s president and founder Éric Pineault and the Alouettes’ general manager Kavis Reed announced that both organizations are partnering this summer. August 11th’s Alouettes’ game against Toronto’s Argonauts will be co-presented with Montréal Pride. For every sold ticket in Canada Pride Montréal 2017’s section, 5$ will be given to Équipe Montréal, an organization representing LGBTQ sports leagues in the province.

In addition, to show people from sexual diversity and gender plurality their support, Alouettes players’ helmets will bear the rainbow flag during Pride Montréal Canada 2017’s festivities from August 10 to 20.

For Éric Pineault, Montréal Pride’s president and founder, this partnership, which was initiated by the Alouettes, is part of an authentic process of inclusion and openness from the Montréal football team. “Sport forms an integral part of LGBTTIQA2S communities’ emancipation and that partnership goes some way towards the integration of sexual diversity and gender plurality in a world in which many don’t feel welcome. For us, at Montréal Pride, it is a significant gesture.”

For his part, Montréal Alouettes’ general manager Kavis Reed reports being very happy with this partnership. “In the Montréal Alouettes organization, we believe that we must all make efforts to help create a more inclusive world and that also includes the world of professional sport.”  Moreover, he recorded a video, posted on Facebook, in which he invites people to August 11’s game and reminds that everyone is welcome in Percival-Molson stadium.

To purchase tickets in Canada Pride Montréal 2017’s section, costing 35$, football fans have to go to Ticketmaster and enter the code FIERTE2017. Only a limited amount of those reduced tickets will be available.

About Pride Montréal

Founded in 2007 for Montréal’s LGBTQ communities’, Pride Montréal promotes their rights and celebrates cultural richness and social progress. This biggest gathering of sexual diversity and gender plurality communities of La Francophonie works locally every day and provides a beacon of light and hope for people living in places hostile to our communities.

From August 10th to August 20th, 2017, Pride Montréal Canada 2017’s special edition will appear in the calendar of events for the celebrations of Montréal’s 375th anniversary and Canada’s 150th and will feature more than 150 activities and events that will please all festival goers.

About Montréal Alouettes

Montréal Alouettes possess a rich history. The team was founded in 1946 and was able to put its name seven times on the Grey Cup (1949, 1970, 1974, 1977, 2002, 2009, 2010), Canadian Football League’s emblem. They play their local games at Percival-Molson Memorial Stadium, on the flank of Mont-Royal. The team’s name originates from squadron 425, the first French-Canadian squadron of the Royal Canadian Air Force and so named in the bird’s honour (“alouette” meaning skylark).

My thoughts:

I couldn’t be a bigger fan of initiatives like this one. Anything the sports industry can do to foster inclusivity for individuals of all backgrounds, the better. I want to see more and more and more of this across the board.