National Hockey League (NHL) team Montreal Canadiens have announced a partnership with Canada-based airline Air Canada.

As part of the affiliation, Air Canada was named the official jersey partner of the Montreal Canadiens.

The airline’s logo will be placed on the Canadiens’ away jersey. The brand will be visible on the upper right chest of the away game kit.

Both bodies of the partnership will also endeavor to complete their noble undertakings. While the agreement is in effect, the Montreal Canadiens Children’s Foundation and the Air Canada Foundation will auction off a set of used road jerseys after each season. Proceeds will go to local children’s charities to encourage young Canadians to play hockey.

The NHL’s jersey advertising program, launched last season, allows NHL teams to display a partner’s emblem on their game jerseys. This also includes the addition of the Air Canada patch.

Margaret Belanger, President of Sports and Entertainment, Groupe CHsaid, “It is a privilege for us to have a long-standing relationship with Air Canada, Canada’s national airline, and we are proud to formalize a partnership that showcases the Air Canada brand on each of our operations. We trust Air Canada to transport our players from city to city, and now that connection will be reflected on the ice itself as our team plays in front of our fans in NHL markets everywhere.”

Speaking of partnership: Mark Nasr, Executive Vice President, Marketing and Digital at Air Canada and President of Aeroplanexplained: “As the official airline of the Montreal Canadiens, Air Canada cares deeply about its relationship with the organization and its loyal fans throughout Quebec and across North America. As hockey lovers ourselves, it is a privilege to fly with the team across the continent and proudly represent our support and partnership on and off the ice.”