The Montreal Canadiens recently announced a new multi-year jersey partnership with RBC. However, one of the world’s largest banks appears to have unwittingly caused an uproar in Quebec, and now finds itself on thin ice. Opinion by Éric Blais
beginning this upcoming season. The logo will only be featured on the Canadiens’ home jerseys at Bell Centre.When major sponsors sign big cheques, it’s usually to increase their brand’s visibility and reinforce positive brand associations. Sophisticated marketers also ensure that they don’t just splash their logo on signage, they build in activation programs. RBC did just that by promising to donate $20 to thefor every game jersey sold with the RBC logo at the site of the team’s official store.
The reaction to the announcement was swift, starting with Greenpeace Quebec, who saw an opportunity toIt invited outraged fans to take action: “We’re calling on fans who are planning to buy a jersey and asking them to paint the RBC logo black. Because that’s what this company is doing, it’s literally sullying the Sainte-Flanelle.”
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