CWHL’s Montreal Stars could change name, logo

CWHL;-Montreal-Stars;-Charline-Labonte

Charline Labonte of the Montreal (Dave Holland/CWHL)

The NHL’s Montreal Canadiens have announced that they have formed a partnership with the CWHL’s Montreal Stars.

The Canadiens will make their infrastructure and resources available to the Stars. The benefits of the partnership include the Canadiens assisting the Stars with sponsorships, advertising, marketing, merchandising, and promoting the Montreal Stars’ brand.

I’m also told that a rebrand of the Montreal Stars, including possibly changing the team name or team logo, will be discussed. A change in this regard is not imminent but it is one of the many things the Montreal Stars will be discussing.

Shortly after the Boston Blades were crowned CWHL Champions following their Clarkson Cup victory, the Boston Bruins blog Stanley Cup of Chowdah blasted the NHL’s treatment of the CWHL. Hopefully today’s announcement signifies a change and a step in the right direction.

What happens next? It’s exciting to theorize what such a partnership could evolve into. The inaugural CWHL All-Star Game took place in Toronto’s Air Canada Centre this past December. Could the next CWHL All-Star Game be held in the Bell Centre in Montreal? Will the Canadiens be able to help out the Stars with more expensive needs like equipment and travel? Will other NHL teams follow suit?

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