What Montreal Alouettes does

The Montreal Alouettes are a privately held Canadian Football League franchise competing as the league's exclusive Quebec-based member club, with roots in the original 1946 founding (suspended 1981) and the 1996 expansion restart. The current ownership, brothers Robert and Andrew Saulnier, acquired the team in 2019 and oversaw a 2023 Grey Cup championship. Operationally, the franchise is lean (11–50 employees) and is centered on executing an 11-game regular-season home schedule at Percival Molson Memorial Stadium in Montreal, with attendance of 21,100+ reported at the June 13, 2026 home opener vs. the Toronto Argonauts.

Revenue is generated through three primary streams. Ticket sales span individual match tickets, season subscriptions across 11-match, Flex10, 5-match, and 3-match tiers, and an extensive premium hospitality portfolio (Le Balcon tables at $9,750+, Loges Corporatives suites, Club Terrain, Club Affaires, La Mezzanine, Lounge 425, Le Sommet, Apéro Terrain pre-game field access, Tailgate Privé for groups of 50–1,000). Merchandise and concessions flow through the team boutique and stadium food and beverage operations. Corporate partnerships span 40+ official partners including Budweiser, Beneva, Banque Scotia, Kia, Mise O Jeu (Loto-Québec's sports betting brand), Casino de Montréal, Videotron, STM (transit), and broadcast partners RDS, TSN, and TVA Sports. Distribution combines direct-to-consumer ticketing (online, phone, in-stadium) with a dedicated eight-person enterprise sales team handling group, hospitality, and corporate partnership deals. Community programming (Together at School, Alouettes Flag Football Academy, Alouettes Foundation, 50/50 lottery, and the recurring Mission Bon Accueil) supports brand equity and ancillary revenue.

The franchise competes in the nine-team CFL under fixed league economics and operates a relatively narrow product surface: live event ticketing, hospitality, merchandise, sponsorship, and community-based sub-brands. There is no proprietary technology, app, or platform product disclosed.

Name

Montreal Alouettes

Legal name

Le Club de Football des Alouettes de Montréal

Website

https://montrealalouettes.com

Company type

Private

Founded year

1946

Operating status

Operating

Headcount range

11–50 employees

Short description

The Montreal Alouettes are a private Canadian Football League franchise founded in 1946 and based in Montreal. The team sells game tickets, premium hospitality, merchandise, and corporate sponsorships at Percival Molson Memorial Stadium, and operates community programs under current Saulnier family ownership.

Ownership category

akta.pro rank

Product category

Professional Sports Entertainment

NAICS

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

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Team Sports Clubs (Football/Soccer, Basketball, Baseball, Hockey, Rugby, Cricket, etc.) (MPAKABAA)

akta.pro secondary industries

Team Sports Matches (Club & National) (MPAGAMAB), Professional & Major League Stadiums (MPAKAEAA)

Keywords

• Professional sports entertainment
• Live football games
• Premium hospitality suites
• Corporate sponsorship partnerships
• Season ticket subscriptions

Headquarters

HQ city

Montréal

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Primary revenue stream from selling tickets for regular season games, playoffs, and Grey Cup. Includes season subscriptions, individual match tickets, group tickets, and premium hospitality seating.
2. Merchandise and Concessions: Revenue from the team boutique/store and stadium concessions including food and beverages.
3. Corporate Sponsorships: Partnership deals with major brands including Budweiser, Beneva, Banque Scotia, Kia, Mise O Jeu, and Casino de Montreal for naming rights, advertising, and promotional partnerships.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

The Montreal Alouettes operate as a professional Canadian Football League franchise delivering live sports entertainment at Percival Molson Memorial Stadium in Montreal. Their core offering centers on selling access to home games through individual match tickets and multi-tiered season subscriptions (11-match, Flex10, 5-match, and 3-match packages), complemented by a broad portfolio of premium hospitality experiences and corporate partnership activations.

Product overview

The Montreal Alouettes are a professional Canadian Football League team offering a portfolio of live sports entertainment products. The core offering consists of game attendance through individual match tickets and season subscription packages (11-match, Flex10, 5-match, 3-match tiers). Premium hospitality add-ons include Club Terrain, Loge TOUCHÉ, La Mezzanine, Lounge 425, Le Balcon, Club Affaires, Apéro Terrain, Tailgate Privé, Section VIP, and Corporate Lofts—all providing enhanced food, beverage, and service experiences. Community programs include the Together at School educational initiative and Alouettes Flag Football Academy. The organization also operates the 50/50 raffle lottery and maintains the Alouettes Foundation for charitable giving.

Differentiator

Problem solved

Functional benefit

Products and services

• Season Tickets (Abonnements) Season subscriptions granting access to all 11 home games at Percival Molson Memorial Stadium, with tiered options including full 11-match, Flex10, 5-match, and 3-match packages for individual fans.
• Individual Match Tickets

Quantifiable outcome

• 21,100+ attendance at 2026 home opener
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered minor, core, major and official.

• Columbus CaféminorGTM or Marketing Partner · 26 June 2026Partnership announced June 26, 2026. Columbus Café began its Canadian journey in Montreal in 2020 and operates cafes across the city. The partnership brings coffee and café services to Alouettes games and fan experiences.
• Point S and Continental TiresminorGTM or Marketing Partner · 22 June 2026Partnership announced June 22, 2026 with two automotive brands sharing values of performance and quality. Point S operates tire and auto service centers while Continental manufactures tires.
• Bomboloni BossminorGTM or Marketing Partner · 15 June 2026Partnership with Bomboloni Boss for game-day food offerings and fan experiences.
• VideotroncoreGTM or Marketing PartnerPresenting sponsor of home opener events. Major technology and telecommunications partner for the organization.
• BudweisermajorGTM or Marketing PartnerMajor partner and official beer of the Alouettes. Budweiser has been a long-standing partner of the CFL and Montreal Alouettes.
• BenevamajorGTM or Marketing PartnerMajor insurance and financial services partner. Beneva is one of the largest insurance companies in Canada.
• Mise O JeumajorGTM or Marketing PartnerOfficial sports betting partner of the Alouettes. Mise O Jeu is Loto-Québec's sports betting brand.
• Casino de MontréalmajorGTM or Marketing PartnerMajor partner and entertainment venue associated with the Alouettes organization.
• Banque ScotiamajorGTM or Marketing PartnerOfficial bank and VIP seating sponsor. Banque Scotia sponsors the VIP section (Section VIP Banque Scotia) with premium seating packages.
• KiamajorGTM or Marketing PartnerOfficial automotive partner of the Alouettes. Kia provides vehicle partnerships and automotive-related promotions.
• STM (Société de transport de Montréal)officialGTM or Marketing PartnerOfficial transit partner providing shuttle services to games from Place-des-Arts metro station. STM operates the Alouettes Express shuttle service on match days.
• RDS and TSNofficialGTM or Marketing PartnerOfficial broadcast partners for French-language (RDS) and English-language (TSN) CFL coverage. RDS also has radio presence with TSN 690.
• TVA SportsofficialGTM or Marketing PartnerOfficial French-language sports broadcast partner for Alouettes games and content.
• Clan PannetonofficialGTM or Marketing PartnerPartner for Le Sommet premium seating experience. Clan Panneton is a moving company that sponsors the Clan Panneton Sommet section.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Toronto Argonauts: CFL franchise and direct divisional competitor in the CFL East Division. Operates the same business model (ticket sales, premium hospitality, corporate sponsorships) for live Canadian football in a Canadian market.
• Ottawa Redblacks: CFL East Division rival offering the same league product (CFL games, premium seating, sponsorships) to a Canadian fan base. Closely comparable in league structure, season length, and revenue mix.
• Hamilton Tiger-Cats: CFL East Division team with comparable ticketing, corporate hospitality, and sponsorship economics. Operates in a similar Ontario/Quebec media footprint with overlapping broadcast partners.
• BC Lions: CFL West Division franchise operating under identical league economics (gate, hospitality, national media). Comparable in scale, premium product mix, and corporate partnership structure.
• Calgary Stampeders: CFL West Division team with a similar revenue stack anchored by season tickets, premium suites, and major-brand sponsorships. Comparable mid-market franchise economics.
• Saskatchewan Roughriders: CFL West Division team widely regarded as the league's flagship fan-engagement franchise. Operates the same live-football ticketing and sponsorship model with exceptionally strong community brand.
• Winnipeg Blue Bombers: CFL West Division team and recent multi-year Grey Cup champion. Direct revenue-mix comparison for ticket, hospitality, and merchandise economics.
• Edmonton Elks: CFL West Division franchise operating under identical league revenue model. Comparable in scale and product mix for ticketing, loges, and corporate partnerships.
• CF Montréal (Club de Foot Montréal): Montreal-based professional sports franchise (MLS) directly competing for in-market ticket buyers, corporate hospitality spend, and broadcast/sponsorship share. Operates a similar gate-driven, premium-suite business model in the same city.

Broad incumbents

• Montreal Canadiens: Montreal-based major professional sports franchise (NHL) that competes for the same corporate sponsorships, premium hospitality dollars, and Quebec fan entertainment wallet. Comparable in venue-anchored live-event revenue model at much larger scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mtlalouettes
• YouTubeyoutube.com/AlouettesdeMontreal
• Facebookfacebook.com/mtlalouettes
• LinkedInlinkedin.com/company/montrealalouettes
• Instagraminstagram.com/mtlalouettes
• TikToktiktok.com/@alouettesmtl

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

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 Montreal Alouettes