Hockey is a game of gliding skates and goals scored, but caring for a rink requires continual repaving by a Zamboni. In a similar way, acquiring loyal fans and retaining them is about more than just winning games – it’s about continually tending to the team culture.
The Montreal Canadiens hockey team is smoothing the ice of its fan base Canada and beyond with its loyalty program, the 1909 Club. Among National Hockey League teams, the Canadiens boast some of the most ferociously loyal fans and a storied history dating back over....