BEHIND THE BRAND

Behind the Name

Montreal is a mosaic of more than 120 cultural communities that embrace individuality, diversity, and inclusion. Our differences make up the richness of our population, creating a vibrant and dynamic metropolitan area. Alliance brings together people from different backgrounds with unique stories, creating a sense of pride and belonging like never before. Simply put, Montreal is what Alliance is all about.

 

The Canadian Elite Basketball League believes basketball has the power to unite communities by aligning players, fans, and corporate and community partners with the sport they love. The Montreal Alliance presents a new basketball experience by playing the faster-paced FIBA style, playing in the only pro league in the world that uses Target Score for every game, and aligning sport, music, and fan-friendly entertainment. It’s sports’ version of our legendary joie de vivre.

 

A basketball team is an alliance of individuals working together as one unit. The interdependence that players on a team must have to achieve the goal of winning a championship is similar to that found among wolves. Wolves form a pack, an alliance to take care of each other and to hunt. An individual wolf is fierce, hungry, and unrelenting. Yet, like a city or a basketball team, alliances are necessary to thrive.

 

Invented by one of ours, basketball is the second fastest growing sport in Canada. The wait and anticipation of Montrealers towards having a professional basketball team right here, in our own city, is finally over. To be a part of our team and to contribute to making Alliance the flagship of our metropol #BecomeAnAlly.


Become An Ally
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