Comedian Sugar Sammy has joined forces with his favourite team to help launch a new initiative for the Montréal Canadiens' 2015-16 season tied to its Club 1909 membership program.

The Canadiens, the strongest pro sports brand in Canada, have created a series of fan challenges designed to help spread the Habs’ brand globally.

And who better to spread the word than one of their biggest fans, Sugar Sammy?

The campaign encourages fans to take a photo of themselves with the Canadiens logo wherever they are in the world and to then upload the photo to Club1909.com as well as their own social media, to claim that for the Club.

In the advertising spots, Sugar Sammy, the chief flagbearer, along with his assistant Youppi, recruit several Canadiens players to help recruit flagbearers around the world, assigning their missions based on their birthplaces or profiles.

The campaign began yesterday and has already gotten the city talking. A new spot will be released each game day at 10 am until October 29. The first two spots star David Desharnais, Carey Price and Brendan Gallagher. You can see the first spots now on Sugar Sammy’s Facebook page, on Canadiens.com as well as on TV.

Given Sugar Sammy’s relationship with the Canadiens organization, he was very involved in all steps of the creative process. He was supported by writer Guillaume Bergeron, Artistic Director Marc Guilbault, director Emanuel Hoss-Desmarais and his manager and producer, Martin Langlois under the creative direction of Justin Kingsley and the Canadiens marketing team, who originated the concept and idea.

Sugar Sammy continues his En français s.v.p. tour across Quebec, as well as his You’re Gonna Rire shows in Montreal at the Olympia Theatre. Tickets on sale now at sugarsammy.com.

#BeCH #SoyezCH

 - 30 -

Media contacts:

Leisa Lee – leisa@leisaleegroup.com / 514-946-2010

Sylvie Savard – ssavard@annexecommunications.com / 514-995-6658