The year 2025 has been defined by one dominant story in Montreal sports: the masterful and comprehensive rebuild of the Montreal Canadiens. More than just a hockey narrative, it stands as a case study in business strategy, management, and long-term planning, setting a new standard for how to run a professional sports franchise.
The Foundation of the Rebuild: Strategy and Investment
Following the team's struggles in the fall of 2021, ownership and the front office embarked on a deliberate plan to construct a sustainable winner. The cornerstone of this approach, as highlighted in a year-end analysis, is a commitment to securing core talent with long-term contracts. This strategy is designed to avoid the crippling losses of key players that have plagued other franchises.
Under the financial backing of owner Geoff Molson and the strategic cap management of General Manager Kent Hughes, the Canadiens have invested heavily in signing bonuses to lock in their future. In July 2026 alone, the club is set to pay US$26 million in signing bonuses to four players, with an additional US$5 million going to defenseman Mike Matheson early in the season. This approach, which incentivizes players with upfront security, is not common across the NHL but has been pivotal for Montreal.
The results in business terms have been staggering. The franchise's value has skyrocketed from the US$575 million paid in 2009 to a Forbes valuation of US$3.4 billion in 2025, demonstrating the immense payoff of a well-supported vision.
On-Ice Execution: From Drafting to Playoffs
A sound financial plan means little without astute hockey decisions. The Canadiens' resurgence has been fueled by exceptional drafting and development. The selections of players like Ivan Demidov, Lane Hutson, and goaltender Jacob Fowler have been hailed as brilliant moves that provided the team with elite young talent.
The 2024-25 season marked the turning point. After sitting outside a playoff spot at the New Year with a 17-17-3 record, the team rallied. At the March 6 trade deadline, GM Hughes heeded captain Nick Suzuki's call to keep veteran presence, and the team finished the regular season 40-31-11 for 91 points, clinching the final playoff berth in the Eastern Conference.
Though overmatched in a first-round loss to the Washington Capitals, the experience was invaluable. It set the stage for the current 2025-26 campaign, where the Canadiens entered the holiday break with a strong 20-12-5 record (45 points), remaining competitive despite significant injuries in goal and to key skaters like Jake Evans.
A Model for the Entire City
The article contrasts the Canadiens' operational excellence with other Montreal teams. The PWHL's Montreal Victoire had another solid season but fell short in the playoffs, while the CFL's Alouettes' 2025 Grey Cup hopes were derailed by quarterback Davis Alexander's injury. CF Montréal's MLS season was particularly dismal, finishing 38 points out of first place.
The implicit suggestion is that other franchises, particularly CF Montréal under the Saputo family, could learn from the holistic, patient, and strategically aligned model executed by Molson, President France Margaret Bélanger, Executive Vice President Jeff Gorton, Hughes, and head coach Martin St. Louis.
From the scouting work of Nick Bobrov and Martin Lapointe to player development led by Rob Ramage and Adam Nicholas, and the capology expertise of John Sedgwick, every department has aligned to execute "The Rebuild." It is a testament to how a clear vision, backed by significant investment and sharp talent evaluation, can resurrect a storied franchise and provide a blueprint for success far beyond the ice rink.
