Rouge et Or of Laval University

What Rouge et Or of Laval University does

Rouge et Or is the intercollegiate athletics program of Université Laval, a public research university in Quebec City, Canada. Founded in 1949 (then the Commission athlétique de l'Université Laval, rebranded "Rouge et Or" in 1990), the program competes across 14 sports — basketball, football, soccer, volleyball, rugby, hockey (women's team relaunching 2026–2027), swimming, tennis, golf, badminton, athletics, cross-country, cheerleading, and flag football — within the RSEQ (Quebec) and U Sports (national) networks. Operations are anchored at the on-campus PEPS (Pavillon de l'Éducation Physique et des Sports) complex, a multi-use facility featuring a 3,100-seat amphitheater-gymnasium, indoor soccer center, Olympic-size swimming pools, and a regional high-performance training center, with football and outdoor rugby hosted at Stade TELUS-UL. The program manages ~40 administrative and coaching staff, including a team psychologist, and operates under a 1982 co-management structure shared with individual sport club corporations. The enterprise is not technology-platform based and operates with no public-facing API or AI capabilities.

The program generates revenue across four streams: ticket sales (online via ReserveTech and on-site at the PEPS box office for home games across football, hockey, basketball, volleyball, soccer, and rugby), corporate partnerships (major partners include TELUS, Kia Canada, Labatt, Fédération des producteurs d'oeufs du Québec, Alcoa, Caron et Guay, YQB airport, RBC, Banque Scotia, Enterprise Mobility, Décathlon, Hôtel Le Concorde, and PepsiCo), philanthropy and events (anchored by the annual Classique de golf tournament, now in its 76th edition, and the Gala Rouge et Or awards ceremony), and official merchandise sales through the Boutique Rouge et Or. Funding rounds are not applicable — the program is a non-commercial arm of a public university financed through university budget allocation, sponsorship revenue, philanthropic gifts, and earned ticketing/merchandise income. Customer segments include Université Laval students (as participants and spectators), regional sports fans in Quebec City, and corporate partners seeking brand exposure among university audiences.

Recent strategic emphasis is on partnership deepening and program re-expansion: multi-year deals with Kia Canada (transport partner), Synex Assurance (tennis centre naming rights), and Alcoa (women's hockey return) illustrate commercial momentum, while reinstated women's hockey for 2026–2027 and the addition of pickleball to the Synex-tennised centre extend the program's competitive and recreational surface. Record philanthropic results in 2026 (CAD 160,672 golf classic; CAD 645,000 donation from Fondation Famille Choquette) and record scholarship distributions (CAD 332,000) underscore fundraising capacity.

Name

Rouge et Or of Laval University

Legal name

Université Laval

Website

https://rougeetor.ulaval.ca

Company type

Private

Founded year

1949

Operating status

Operating

Headcount range

251–500 employees

Short description

Rouge et Or is the intercollegiate athletics program of Université Laval in Quebec City, fielding 14 sports teams in the RSEQ and U Sports networks. It serves Université Laval students, regional fans, and corporate partners through ticket sales, sponsorships, philanthropy, and a multi-sport PEPS complex.

Ownership category

akta.pro rank

Product category

University Athletics

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121), Other Spectator Sports (711219)

SIC

Services-Amusement & Recreation Services (7900), Services-Educational Services (8200), Services-Membership Organizations (8600)

akta.pro primary industry

College/University Athletic Departments & Varsity Programs (MPAKACAB)

akta.pro secondary industries

Intercollegiate Athletics (Varsity Sports Programs) (EDALAIAA), Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK), Collegiate & Scholastic Tournament Organizers (MPAKADAG)

Keywords

• University athletics
• Collegiate sports program
• Sports ticketing
• Team merchandise sales
• Student-athlete development

Headquarters

HQ city

Québec

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Philanthropy and Donations: The program raises funds through annual events such as the Classique de golf (76th edition in 2026), with the 2026 event raising a record $160,672. The Rouge et Or pour toujours alumni program and general donations support student-athlete scholarships and program development.
2. Ticket Sales: Season tickets and individual event tickets are sold for all home competitions across football, hockey, basketball, volleyball, soccer, rugby, and other sports. The program operates ticket offices at the PEPS and online through ReserveTech.
3. Corporate Partnerships: Major partners (TELUS, Kia Canada, Labatt, Fédération des producteurs d'oeufs du Québec) and official partners provide financial support, in-kind services, and activation budgets. Partnerships span 3-5 year terms and include signage, hospitality, and athlete scholarship contributions.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Rouge et Or is the intercollegiate athletics program of Université Laval, operating 14 competitive university sports teams in the RSEQ and U Sports leagues. The program sells tickets to home games, official team merchandise, athlete scholarships through the Programme d'Excellence, and hosts annual fundraising and recognition events (Classique de Golf, Gala Rouge et Or). It is sustained by ticket sales, corporate sponsorships, philanthropic donations, and merchandise revenue, with all operations centered at the PEPS multi-sport complex and Stade TELUS-UL.

Product overview

Rouge et Or is the athletic program of Université Laval, offering a unified portfolio of 14 competitive university sports teams competing in the RSEQ and U Sports networks. The program operates through the PEPS multi-sport complex and includes ticket sales services, official merchandise (Boutique Rouge et Or), fundraising events (Classique de Golf, Gala Rouge et Or), and the Programme d'Excellence providing scholarships and support for student-athletes. Recent additions include the women's hockey team returning in 2026 and the Centre de tennis Synex Assurance - Université Laval facility partnership.

Differentiator

Problem solved

Functional benefit

Products and services

• University Sports Teams (14 Disciplines) Competitive university athletics program offering 14 sports including basketball, football, soccer, volleyball, rugby, hockey, swimming, tennis, golf, badminton, athletics, cross-country, cheerleading, and flag football, competing in the RSEQ and U Sports networks. Aimed at student-athletes and spectators.
• PEPS Multi-Sport Complex Multi-sport complex at Université Laval featuring an amphitheater-gymnasium with 3,100 seats, indoor soccer center, Olympic-size swimming pool, and regional high-performance training center. Houses Rouge et Or administrative offices and serves as primary venue for most indoor sports.
• Billetterie Rouge et Or (Ticketing Service) Online and physical ticket sales for all Rouge et Or home games across football, hockey, basketball, volleyball, soccer, and rugby, with season ticket packages and group experiences available. Sold through the PEPS box office and the ReserveTech online platform.
• Boutique Rouge et Or (Official Merchandise Store) Official merchandise store selling Rouge et Or team apparel, uniforms, jerseys, and fan gear for the athletics program. Operates as a physical store at PEPS with online sales through boutique.ulaval.ca.
• Classique de Golf Rouge et Or (Annual Fundraising Golf Tournament) Annual fundraising golf tournament (now in its 76th edition) hosting over 215 golfers to raise funds for student-athletes and the Université Laval athletics program. The 2026 edition raised a record $160,672.
• Gala Rouge et Or (Annual Awards Ceremony) Annual awards ceremony recognizing student-athletes of the year, excellence in individual and team sports, academic merit, and rookies of the year.
• Programme d'Excellence Rouge et Or Excellence sports program offering scholarships, coaching, facilities, and support services to student-athletes pursuing both athletic and academic excellence. The program awarded a record $332,000 in scholarships at the most recent annual ceremony.
• Rouge et Or Women's Hockey Team (Returning Program) Returning women's hockey team competing in the RSEQ and U Sports networks, with home games ticketed through Billetterie Rouge et Or. Supported by partnerships including Essor Assurances and Alcoa.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered major and core.

• Synex AssurancemajorGTM or Marketing Partner · 12 June 20265-year naming rights partnership for the Centre de tennis Synex Assurance – Université Laval. The center features 16 tennis courts (8 indoor, 8 outdoor) and 6 outdoor pickleball courts. Partnership aims to support tennis and pickleball development and accessibility.
• Alcoa – Aluminerie de DeschambaultmajorGTM or Marketing Partner · 1 August 20253-year major partnership making Alcoa a key supporter of the Rouge et Or program, contributing to the return of women's hockey and general program support.
• Enterprise MobilitycoreGTM or Marketing Partner · 1 April 2025Exclusive partnership providing University of Laval student-athletes with guaranteed first interview opportunities when applying for positions. Enterprise supports the cocktail des finissants and déjeuner des étoiles académiques events.
• Kia CanadamajorGTM or Marketing Partner · 27 March 2025Major 5-year partnership making Kia the official transport partner of all 14 Rouge et Or clubs. Kia provides vehicles for coach and team transportation, supports student-athlete scholarships, and creates fan engagement experiences including the Kia VIP Terrace at football games.
• Caron et GuaymajorGTM or Marketing Partner · 6 February 2024Major partnership with the Quebec family business designing and manufacturing doors and windows. Caron et Guay supports student-athlete scholarships and activates through various sports initiatives throughout seasons.
• Confiserie MondouxcoreGTM or Marketing Partner · 12 October 20232-year partnership providing two $2,000 scholarships for student-athletes, Sweet Sixteen experience giveaways in basketball and volleyball loges, and product sales at game concessions.
• TELUSmajorGTM or Marketing PartnerMajor partner supporting the overall Rouge et Or program including naming rights to Stade TELUS-UL and general program sponsorship.
• LabattmajorGTM or Marketing PartnerMajor partner providing program support, likely including beverage concessions and promotional activations.
• Fédération des producteurs d'oeufs du QuébecmajorGTM or Marketing PartnerMajor partner supporting the Rouge et Or program.
• Aéroport international Jean-Lesage de Québec (YQB)majorGTM or Marketing PartnerPartnership with Quebec City's international airport, an important regional economic stakeholder sharing values of excellence and community engagement.
• Essor AssurancescoreGTM or Marketing PartnerSupporting the Rouge et Or Hockey program as a key partner for the return of women's hockey in 2026.
• RBCcoreGTM or Marketing PartnerOfficial partner providing banking services and supporting program activities.
• Banque ScotiacoreGTM or Marketing PartnerOfficial partner supporting Rouge et Or activities and events.
• Caron & GuaymajorGTM or Marketing PartnerConstruction company and partner providing support through scholarships and sports activations.
• Poulet RougecoreGTM or Marketing PartnerOfficial partner for food services and concessions.
• DUUS NutritioncoreGTM or Marketing PartnerNutrition partner supporting athlete dietary needs.
• DécathloncoreGTM or Marketing PartnerSports equipment retailer and official partner.
• Hôtel Le ConcordecoreGTM or Marketing PartnerHotel partner for visiting teams and events.
• PepsiCocoreGTM or Marketing PartnerBeverage partner for events and concessions.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Carabins de l'Université de Montréal: The Carabins are the other flagship RSEQ/U Sports program in Quebec, competing directly with Rouge et Or across most of the same sports including football (the two teams are longstanding Vanier Cup rivals). They operate a similarly large multi-sport varsity program out of Montreal with comparable ticket, merchandise, and sponsorship revenue models.
• Vert & Or de l'Université de Sherbrooke: The Vert & Or are another direct RSEQ rival competing in many of the same U Sports championships as Rouge et Or. As a fellow Quebec university athletic program with similar structure, sponsorship model, and fan base scale, they offer a clean apples-to-apples performance and revenue benchmark.
• Redbirds de l'Université McGill: McGill operates one of Canada's largest and most historic university athletic programs, competing against Rouge et Or across RSEQ and U Sports. Both share the Quebec francophone/anglophone market dynamics, comparable funding sources, and similar varsity sport portfolios.
• Stingers de l'Université Concordia: Concordia fields a similarly broad varsity program in RSEQ and U Sports, overlapping with Rouge et Or in football, basketball, hockey, and soccer. They share the same Quebec conference scheduling, comparable ticketing and sponsorship infrastructure, and similar institutional constraints as a Montreal-based public university program.
• Patriotes de l'Université du Québec à Trois-Rivières (UQTR): UQTR is another direct RSEQ/U Sports competitor with a comparable multi-sport varsity program and similar Quebec public-university funding profile. They serve as a regional peer for benchmarking recruiting, attendance, and sponsorship outcomes.
• Citadins de l'UQAM: UQAM's Citadins compete in RSEQ and U Sports with a comparable structure to Rouge et Or, including similar reliance on Quebec public university funding and corporate sponsorship. Their program size and sport mix offer a close comparison point within the same conference.

Broad incumbents

• Varsity Blues de l'Université de Toronto: Toronto's Varsity Blues are a broad U Sports incumbent — a large, well-established Canadian university program with a long history and broader sport portfolio. They share the same intercollegiate model and Canadian university funding constraints but operate in a much larger metropolitan market.
• Thunderbirds de l'Université de la Colombie-Britannique (UBC): UBC's Thunderbirds are a leading U Sports program on the West Coast, regularly competing with Rouge et Or for national championships. They share the same intercollegiate athletics structure but operate at a larger scale with broader national media exposure.

Regional players

• Huskies de Saint Mary's University: Saint Mary's Huskies compete in the Atlantic region of U Sports but face Rouge et Or in national championships. They share a comparable university athletic structure but operate in a different Canadian region, making them a useful benchmark for non-RSEQ program economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/retoathletisme
• YouTubeyoutube.com/rougeetor
• Facebookfacebook.com/athletisme.rougeetor
• LinkedInca.linkedin.com/company/rouge-et-or-de-l'universit%C3%A9-laval
• Instagraminstagram.com/rougeetor

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rouge et Or of Laval University