The Montreal Canadiens’ ongoing playoff push just got political — well, sort of.
Montrealers walking through the city this morning may have done a double-take after spotting what looked like federal election posters… featuring none other than Ivan Demidov.
The Habs’ 19-year-old Russian rookie, who is set to make his long-awaited NHL debut on Monday night against the Chicago Blackhawks, has taken over the streets in a unique promotional campaign by Warrior Hockey.
The posters, styled like political ads, feature Demidov’s face alongside the slogan “Demidov – Là pour les Canadiens” (Demidov – Here for the Canadiens), plastered on poles and lamp posts throughout the city. A total of 93 posters were put up — a nod to the jersey number he’ll be wearing.
“During an election season, a new candidate is making waves in Montreal — and this one plans to lead on the ice,” Warrior wrote in a cheeky press release.
The stunt lands just as playoff fever hits full throttle in Quebec. With the Canadiens just one win away from clinching their first postseason berth since 2021, Demidov’s NHL debut couldn’t come at a better time.
Since being drafted fifth overall last June, Dremidov has won over many fans before even touching the ice. Last week, supporters flooded Toronto’s Pearson Airport just to welcome him to Canada. Meanwhile, the official Tricolore Sports store recently sold out of Demidov jerseys in every size after the team confirmed he’d be wearing #93.
Now, with his face lining the streets alongside real political candidates, Demidov might just be the most popular name in town.
You won’t find him on the April 28 ballot, but if all goes well tonight at the Bell Centre, he just might help the Habs earn the only result hockey fans really care about: grabbing one of 16 seats in the Stanley Cup playoffs.
