Women's hockey team gets big backing from Canadiens

Women's hockey in Quebec took a step in the right direction.

The NHL'sMontrealCanadiens announced a partnership agreement with theMontrealStarsof the Canadian Women's Hockey League on Thursday.

As affiliated clubs, theStarswill primarily benefit from the Canadiens' infrastructure and marketing expertise. The goal is to promote women's hockey, build a solid fan base, make household names of CWHL players and grow the sport through hockey camps.

With this association, a next generation of women hockey players can dream of playing professional hockey.- CharlineLabont, Montreal Stars goaltender

"There is a lot of potential to grow the sport in this province and this is a good start in order to attract as many women and girls to the game,'' said Canadiens owner Geoff Molson beforeMontreal's home game against the Carolina Hurricanes. "Our intent is to put the MontrealCanadiens' marketing machine behind you to help develop the sport.''

Though nothing is yet set in stone, Molson said the Canadiens' organization could make its practice facility in Brossard available to theStars, while also assisting in merchandising and promoting the CWHL team's brand. Molson also hinted at possibly changing theStars' team name, logo and jersey.

"We grew up playing hockey because we're passionate,'' saidMontrealStarsgoaltender, and three-time Olympic gold medallist Charline Labont. "With this association, a next generation of women hockey players can dream of playing professional hockey.

"Most of us grew up inMontrealor aroundMontreal, so we looked up to theMontrealCanadiens. Today, it's unbelievable that our team is associating with such a big history and such a big club. It's very flattering and such an honour," Labont continued.

Leafs, Flames also partner with women's teams

The CWHL was founded in 2007 and today includes four teams in Canada as well as the U.S.-based Boston Blades. The Blades beat theStars3-2 in overtime in the league's Clarkson Cup final on March 7.

This is the third such partnership between NHL and CWHL teams.

The Toronto Maple Leafs and Calgary Flames made multi-year financial commitments to the CWHL over two years ago. On Nov. 13, 2012, the Leafs announced they would contribute $30,000 annually for five years and the Flames $20,000 for four years to the league.

The Leafs and Flames market and promote the CWHL teams in their cities, which are the Toronto Furies and Calgary Inferno respectively.

The CWHL is similar to Major League Soccer, meaning the league owns the teams, hires general managers and pays expenses. There are no individual owners of teams.

The CWHL can't yet afford to pay players, but pays coaches and covers the cost of equipment, ice time and travel.

TheStarsand the CWHL hope there will be similar affiliations between the CWHL and NHL clubs in the future. The end goal, for Labont, is that women hockey players will one day be paid to play the sport they love.

"Everybody is talking about money, but we're not there yet. That will happen later, maybe,'' she said. "It's about creating a solid fan base, about making our players recognizable. That will put us on the map.

"We're not paid to (play) it's passion that drives us.''