Air Transat has signed a multi-year agreement with CF Montréal to become the Canadian sponsor of the club’s matches, beginning with this year’s season. This is the first partnership of its kind between the airline and the Major League Soccer (MLS) club.
As part of the deal, Air Transant and MLS will launch several initiatives, including a contest that will give fans the chance to attend CF Montréal’s game against Inter Miami CF on March 10. “This contest is the first step in a series of activations that will bring club supporters closer to worldwide travel enthusiasts,” the companies said in a release. Air Transant will also place digital ads in stadiums and launch on-field activations during the first match (which will be hosted at the Stadium Saputo on April 13), such as the Air Transat Star of the Match, a moment when the best player is honored.
Bernard Côté, Transat director of marketing, public relations, social media and content, tells MiC that this collaboration will help to promote the sport and the Montreal community, while expanding the airline’s and the club’s reach to new audiences.
“On top of allowing us to be an official partner of CF Montréal, this partnership aims to bring the magic of travel to sports fans in the stadium with a title night, interactive experiences, on-field activations, and dynamic displays on various screens during home games, as well as through other types of digital assets, such as during game broadcasts for away matches. CF Montréal will also benefit from our brand’s equity and reach through various assets, including in-flight activations, allowing both brands to reach new audiences.”
The deal comes on the heels of a partnership between Chevrolet and the MLS last month, which made the automaker the official Canadian sponsor of the league and the clubs CF Montréal, Toronto FC and Vancouver Whitecaps FC. Under the agreement, Chevrolet and MLS will hold events at league training facilities across Canada and develop a series that will tell the stories of Canadian soccer players and their MLS careers.
This year’s CF Montreal season begins on Feb. 24 and ends in mid-October.
Photo via Unsplash
