Quebec Hockey unveils fresh brand identity

Freshening Up Hockey Quebec: A Rebrand for Youth, Pride, and a Modern Hockey Experience

On a thunderous Thursday, Hockey Quebec unveiled its long-awaited rebranding, along with a stirring video that ties hockey to Quebec's youth and rich identity.

The federation declared, "As we stride towards our golden anniversary, our Federation is laying down a bold new image to better represent Quebec's hockey enthusiasts and players. It's time to unite. Let our voices echo unanimously. For the youth."

Simultaneously, a brand-new video titled 'United to Foster Youth' was unveiled under its spectacular banner.

Hockey Quebec proudly explained the significance behind their new logo: "Our updated emblem embodies a harmonious blend of modernity and tradition. Its round shape echoes the faceoff circle, the initiating and congregating point for participants. The central anchor of the logo resembles the hockey cosmos without the need for words. It gleams with pride, bearing the year 1976—the year of our birth. At the heart, a stern symbol emerges: two crossed hockey sticks transformed into a stylized fleur-de-lis. A symbol of our national pastime, our pride. This subtle nod celebrates what makes hockey so captivating: joy, respect, and camaraderie."

Stéphane Auger, Hockey Quebec's General Director, added, "This transformation heralds the start of a broader makeover, which will progressively unfold in the upcoming months and years, accompanied by fresh partnerships and tangible initiatives compatible with our manifesto's guidelines."

What's Brewing Ahead?

Hockey Quebec's rebranding differs from mere aesthetics—it's a stepping stone towards a sweeping overhaul that aligns with the manifesto's focus on innovation, fan engagement, community support, and improved player experiences.

Multi-Year Union with Under Armour and Bauer Hockey Beginning with the 2025-26 season, the Quebec Major Junior Hockey League (QMJHL), a crucial league under Hockey Quebec's wing, will secure a multi-year partnership with Under Armour and Bauer Hockey. Under Armour will supply exclusive jerseys, socks, training footwear, and apparel, providing players with top-notch gear at every game, event, practice, and camp. Bauer will become the official equipment provider. The partnership runs through the 2030-31 season, underscoring a commitment to premium performance standards and fan experience[1].
Seven-Year Collaboration with FloSports for Streaming In a significant seven-year pact, the QMJHL has teamed up with FloSports to stream all regular-season and playoff games on the FloHockey platform. The initiative aims to enchant fans with a seamless, accessible viewing experience, including French commentary and bilingual support, catering to the league's francophone and bilingual audience. The partnership also includes embracing FloSports’ LeagueStat platform for real-time statistics integration, in line with the manifesto's tech-driven and enhanced fan/community experience[2][3].
CARSTAR's Support for Memorial Cup and Community CARSTAR, a North American collision repair franchise established in Quebec, has partnered with the Canadian Hockey League (CHL) as an official sponsor for the 2025 Memorial Cup hosted in Rimouski, Quebec. This partnership extends Hockey Quebec's community outreach and fan engagement initiatives through on-site activations at the tournament, VIP experiences, and promotional visibility. CARSTAR's local network and commitment foster broader provincial attendance and support, ultimately supporting Hockey Quebec's manifesto objectives pertaining to local connections and community backing[5].

These initiatives reflect Hockey Quebec's manifesto values by merging quality equipment partnerships, innovative digital streaming and data services, and strengthened community ties, symbolizing a holistic approach to propelling hockey in Quebec, both on and off the ice.

Sports enthusiasts in Quebec can anticipate an exciting revitalization of the hockey scene, with Hockey Quebec's rebranding paving the way for a modern hockey experience. As a testament to their commitment, Hockey Quebec has partnered with Under Armour and Bauer Hockey for a multi-year union, enhancing player experiences with premium gear and equipment. This sports-focused endeavor is merely one piece of a larger puzzle, as Hockey Quebec also embarks on a seven-year collaboration with FloSports for streaming services, promising an enhanced viewing experience for both francophone and bilingual fans.