Érable du Québec and the Montréal Canadiens Sign Three-Year Deal

October 5, 2023

Québec Maple Syrup Producers (QMSP) and its Érable du Québec brand scored a winning goal today by teaming up with an organization that, like maple syrup, has been a Québec favourite for more than a century. On the eve of the National Hockey League season, Érable du Québec became a proud partner of the Montréal Canadiens for the next three years.

These two organizations share many values: tradition, passion, symbolism, pride. And they both contribute a great deal to Québec’s economy, reputation, and influence beyond its borders. They’re perfect teammates: Maple is an iconic symbol of Québec and hockey is its favourite sport! “Through this association, QMSP bring fans together around these two national treasures and demonstrates how maple is the ideal natural sweetener for athletes and people with active lifestyles,” said QMSP President Luc Goulet, adding with a smile, “I’m confident that maple will supply the Habs with all the energy they’ll need to have a great season!”

The Montréal Canadiens organization declared its pleasure in partnering with a local brand and a product close to the heart of Québec. “We’re proud to welcome the Érable du Québec brand to our team as a new partner for the 2023-24 season and beyond,” said France Margaret Belanger, President, Groupe CH Sports and Entertainment.  “We’re fortunate to be associated with a unique and local product whose quality is widely renowned.”


Maple and Sports — The Perfect Match!

This is not the first foray into sports partnership for Érable du Québec. It has been the official energy source of the Fédération québécoise des sports cyclistes since 2015 and was the first partner of the Montréal Force professional women’s hockey team in 2022. Hugo Houle, the pro cyclist who won a stage in the Tour de France, has been a Maple Ambassador since 2017.

Maple is an excellent source of carbohydrates, vitamins, and minerals. That’s why many athletes include it in their daily diet: to naturally enhance performance and endurance in strenuous effort.

QMSP and its 13,300 maple producers across Québec are energized to join forces with the legendary Montréal Canadiens. Today we raise a glass (of maple syrup) to victory for the Bleu Blanc Rouge!


About Québec Maple Syrup Producers and the Érable du Québec Brand

Québec Maple Syrup Producers (QMSP) represents the interests of 13,300 maple producers and over 8,000 maple enterprises. Québec accounts for an average 72% of the world’s maple syrup, exporting it to more than 70 nations. – @AcericoleQc


The Maple Economy and Statistics


Québec Maple Syrup Producers

Interview Requests:   
Joël Vaudeville
Director of Corporate Communications
(514) 603-0728
[email protected]