MONTREAL, QC – In a move that powerfully bridges the Montreal Canadiens’ storied past with its ambitious future, the organization announced today it has signed franchise icon and Hall of Famer Serge Savard to a monumental $25 million endorsement deal. The long-term agreement brings “Le Sénateur” back into the fold in a formal capacity as a Team Ambassador for Special Duties, ensuring one of the most revered figures in hockey history will be a guiding presence for the club for years to come.
The announcement was made at a press conference at the Bell Centre, where Canadiens owner, president, and CEO Geoff Molson was joined by Savard, a man whose name is etched on the Stanley Cup an incredible ten times—eight as a player and two as a general manager, all with Montreal.
“There are names that are synonymous with the Montreal Canadiens, and Serge Savard is undoubtedly one of them,” Molson stated, addressing a room of reporters and team personnel. “His contributions on the ice as a cornerstone of a dynasty and his leadership in the front office are woven into the fabric of this team. This isn’t just an endorsement; it’s a reaffirmation of our values and a commitment to preserving the legacy he helped build. We want his wisdom, his presence, and his passion to inspire our players, our staff, and our fans for a new generation.”
The role of “Team Ambassador for Special Duties” is a newly created position designed specifically for Savard. While the specifics are broad, it is understood he will be involved in significant community and corporate outreach, act as a mentor to current players, serve as a liaison for the team’s extensive alumni network, and represent the organization at major league events. Sources also suggest he will serve as an informal but highly respected advisor to the hockey operations department, offering the kind of insight only a two-time Stanley Cup-winning GM can provide.
For Savard, 79, the agreement marks a heartfelt homecoming. After a celebrated 15-season playing career in Montreal, followed by a transformative tenure as general manager from 1983 to 1995, his connection to the “bleu-blanc-rouge” has never wavered.
“The Canadiens are not just a team I played for; they are my family,” Savard said, his voice filled with emotion. “To be given this opportunity to formally contribute again is an honour I do not take lightly. I’ve watched this team from every angle—from the ice, from the press box, and as a fan. My heart has always been here. I look forward to sharing my experiences and doing whatever I can to help this great franchise continue its pursuit of excellence.”
Savard’s legacy is immense. As a player, he was the first defenseman to win the Conn Smythe Trophy as playoff MVP in 1969. He was a key member of the legendary “Big Three” on defense, alongside Guy Lapointe and Larry Robinson, who anchored the Canadiens dynasty of the 1970s. His signature “Savardian Spin-o-rama” move became iconic, and his No. 18 jersey was deservedly retired by the club in 2006.
As a general manager, he was the architect of the Canadiens’ last two Stanley Cup championships in 1986 and 1993. His shrewd moves, including the drafting of Patrick Roy and the acquisition of players like Chris Chelios and Kirk Muller, cemented his reputation as one of the game’s sharpest minds.
The $25 million figure, spread over the duration of the long-term contract, reflects the immense value the organization places on his stature. In an era of modern sports marketing, the deal is a strategic masterstroke by the Canadiens, leveraging the deep nostalgia and respect commanded by Savard to strengthen their brand identity. He is more than just a former player; he is a living symbol of a winning tradition, a tangible link to the glory days that every fan hopes to see return. His presence alone at team functions and in the community lends an unparalleled air of authenticity and prestige.
The news has already electrified the team’s fan base, with social media buzzing with praise for the decision. For many, seeing Serge Savard formally back with the club is a comforting and inspiring sign, signaling a deep respect for the franchise’s history as it navigates the challenges of the modern NHL.
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