Alouettes kick off new season with new look

This article was updated on June 13, 2019.

It’s that time of the year when football-mad Montrealers — this is a city that prides itself on its pigskin — can start to get excited about a new season of great gridiron action courtesy of their beloved Montréal Alouettes. And if the city’s football fans were looking for a sign that the Alouettes are in it to win it this year, they got it in the form of a new look and logo that are straight through the uprights.

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The Alouettes tell it on the mountain

Excitement always runs high for the Canadian Football League (CFL) Montréal Alouettes in the spring when training camp opens and preseason games begin. The Alouettes (or “Als” as they are known in these here parts), are central to Montréal’s lively pro sports and major sporting events calendar, and they have a vibrant and visible presence in the city. So it’s only appropriate then that their home playing field, Percival Molson Memorial Stadium, enjoys a place of honour on the city’s skyline. Nestled into the southern slope of Mount Royal — and against the stately and historic backdrops of McGill University and the former Royal Victoria Hospital — the stadium provides for a dramatic and easily accessible setting, complete with scenic views of the city. And speaking of lookin’ good…

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A new look that’s right in the endzone

Two years in the making, the Alouettes have a razor sharp, you could even say dangerous, new look and a very, very dope new logo that says this is a team that means business. Wanting the team’s DNA to reflect Montréal’s DNA even more than it already does, hundreds of people — players, alumni, employees, fans and partners — were consulted in the rebranding of the Alouettes. And it shows: If winning at looking good translates into winning on the field, there’s an Als Grey Cup in the very near future. And the fun doesn’t stop there: the new team motto, “Toujours Game” (“Always Game”), has its digital expression on the website toujoursgame.ca, where fans can go and share their favourite memory of the Als, and also explore their colourful history, going all the way back to the team’s founding in 1946.

And it’s game on!

The Alouette’s regular season officially begins on the road, June 14, against the Eskimos in Edmonton. Fittingly, the Al’s will play their first home game against division rivals the Hamilton Tiger-Cats at Percival Molson Memorial Stadium on July 4. This always-entertaining matchup will mark the first opportunity for Alouettes fans to see the team in action wearing their new home uniforms. Again this year, the regular season includes four Friday home games as a part of the Friday Football series — featuring cheap beer and a special musical atmosphere — that was a hit last season. (Also back by popular demand is the fan-favourite BBQ Terrace.) New this year, the Alouettes will play four home games on Saturdays, an option that was requested by fans in a survey circulated by the team. Find out more here.

Jamie O’Meara

Jamie O’Meara, blogger

Jamie O'Meara is Editor-in-Chief at C2 Montréal and the former Editor-in-Chief of alt-weekly newspaper HOUR Magazine.

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