Quebec telco Videotron has signed a deal to become a premium partner of the CFL’s Montreal Alouettes.

Financial terms or an exact length of the multi-year deal were not disclosed.

As part of the sponsorship, the Videotron logo will also be featured on the Alouettes home and away jerseys. The telco will also contribute to enhance the fan experience during home games, as well as outside of Percival Molson Memorial Stadium during specific events.

On example of this will take place during the team’s home opener on June 10, where Videotron will be the title sponsor of the game and produce a halftime show.

“This partnership reiterates our engagement toward the sports and entertainment industries,” said Frédéric Déry, VP of marketing for Videotron’s residential, mobile and Fizz lines of business. “On top of supporting and highlighting the sports elite, it is equally important for us to contribute to the growth of a new community of fans that brings people together, and one that is well entrenched in Québec.”

Videotron’s other sports sponsorships include naming rights for the Videotron Centre in Quebec City, an area that hosts the Quebec Remparts of the QMJHL. The company is also title sponsor of Coupe Videotron, an annual tournament for Quebec youth soccer teams.

Earlier this month, Pierre Karl Péladeau – president and CEO of Videotron parent company Quebecor – purchased the Alouettes (the transaction was personally funded, and not done through Quebecor). It ended several years of ownership upheaval for the team, which in 2019 was bought by the CFL when previous owner Robert Wetenhall could not find a buyer. Sid Spiegel and Gary Stern took over the team on 2020, but the league took over ownership again earlier this year.