Montreal Alouettes
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.
- Company typePrivate
- Founded1946
- HeadquartersMontréal, Canada
- Headcount11–50
- GTM typeB2C
- OfferingServices
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.
Montreal Alouettes firmographics
Firmographics- 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
Montreal Alouettes industry classification
Industry- 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
Where Montreal Alouettes is headquartered
LocationHeadquarters
- HQ city
- Montréal
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
Montreal Alouettes business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- 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.
- Merchandise and Concessions: Revenue from the team boutique/store and stadium concessions including food and beverages.
- 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
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Student tickets - Single match pricing |
| Unit Pricing | Pay-as-you-go | Family packages - Saturday match bundles |
| Unit Pricing | Multi-year contract | Le Balcon VIP - All-inclusive premium tables |
| Subscription | Annual | Club Affaires - Premium all-inclusive experience |
| Subscription | Annual | Club Terrain - Sideline experience with concessions |
| Unit Pricing | Pay-as-you-go | La Mezzanine - Private terrace package |
| Subscription | Annual | Le Sommet - North side panoramic view |
| Subscription | Annual | Lounge 425 - Private terrace seating |
| Subscription | Annual | Club Terrain Terrasse BBQ - Outdoor BBQ experience |
| Unit Pricing | Pay-as-you-go | Apéro Terrain - Pre-game field access VIP |
| Unit Pricing | Pay-as-you-go | Tailgate Private - Pre-game tailgate experience |
| Unit Pricing | Annual | VIP Section - Premium front-row seating |
| Unit Pricing | Multi-year contract | Loge Touché - Field-level private suite |
| Unit Pricing | Multi-year contract | Corporate Loges - Private luxury suites |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Montreal Alouettes product offering
Product offeringCore 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
Companies that use Montreal Alouettes
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
Montreal Alouettes technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Montreal Alouettes partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered minor, core, major and official.
- Columbus CaféminorPartnership 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 TiresminorPartnership 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 BossminorPartnership with Bomboloni Boss for game-day food offerings and fan experiences.
- VideotroncorePresenting sponsor of home opener events. Major technology and telecommunications partner for the organization.
- BudweisermajorMajor partner and official beer of the Alouettes. Budweiser has been a long-standing partner of the CFL and Montreal Alouettes.
- BenevamajorMajor insurance and financial services partner. Beneva is one of the largest insurance companies in Canada.
- Mise O JeumajorOfficial sports betting partner of the Alouettes. Mise O Jeu is Loto-Québec's sports betting brand.
- Casino de MontréalmajorMajor partner and entertainment venue associated with the Alouettes organization.
- Banque ScotiamajorOfficial bank and VIP seating sponsor. Banque Scotia sponsors the VIP section (Section VIP Banque Scotia) with premium seating packages.
- KiamajorOfficial automotive partner of the Alouettes. Kia provides vehicle partnerships and automotive-related promotions.
- STM (Société de transport de Montréal)officialOfficial 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 TSNofficialOfficial broadcast partners for French-language (RDS) and English-language (TSN) CFL coverage. RDS also has radio presence with TSN 690.
- TVA SportsofficialOfficial French-language sports broadcast partner for Alouettes games and content.
- Clan PannetonofficialPartner 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
Montreal Alouettes competitors and assessment
Company assessmentDirect 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
Montreal Alouettes social profiles
Digital presenceMontreal Alouettes financial estimates
Financial estimateRevenue estimate
Valuation estimate
Montreal Alouettes leadership team
Management profileNumber of profiles
Profiles10 records
Montreal Alouettes funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Montreal Alouettes M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Montreal Alouettes
What does Montreal Alouettes do?
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.
Is Montreal Alouettes a public or private company?
Montreal Alouettes is a private company. It is classified as family owned and is currently operating.
When was Montreal Alouettes founded?
Montreal Alouettes was founded in 1946. It employs 11 to 50 people.
Where is Montreal Alouettes based?
Montreal Alouettes is headquartered in Montréal, Canada, in the North America region.
How does Montreal Alouettes make money?
Three revenue lines are on record. Ticket Sales are the primary driver. The others are merchandise and Concessions and corporate Sponsorships.
Who are Montreal Alouettes's main competitors?
Direct peers on record are Toronto Argonauts, Ottawa Redblacks, Hamilton Tiger-Cats, BC Lions, Calgary Stampeders, Saskatchewan Roughriders, Winnipeg Blue Bombers, Edmonton Elks and CF Montréal (Club de Foot Montréal). Montreal Canadiens is listed as a broad incumbent.
Does Montreal Alouettes have an API?
No public API is recorded for Montreal Alouettes.
What industry is Montreal Alouettes in?
Montreal Alouettes's product category is Professional Sports Entertainment. Its primary akta.pro industry code is MPAKABAA, Team Sports Clubs (Football/Soccer, Basketball, Baseball, Hockey, Rugby, Cricket, etc.), with a secondary code of MPAGAMAB, Team Sports Matches (Club & National). Its NAICS code is 711211 and its SIC code is 7900.