Montreal's transit agency, the Société de transport de Montréal (STM), announced that the popular slogan “Go Habs Go!” will be reinstated on certain city buses beginning next month. This decision follows authorization from the provincial language watchdog, which previously requested the removal of the English word "go" from the electronic displays on buses supporting the NHL team, the Montreal Canadiens, as well as other sports teams.
The controversy erupted last year when the Office québécois de la langue française pressured the STM to eliminate the English expression, sparking significant public backlash. Many fans felt that the phrase “Go Habs Go” holds a cherished place in Quebec's cultural landscape, leading to a public outcry for its preservation. The sentiment was further echoed by the province's French-language minister, who recognized that the slogan is integral to the identity of Quebec's sports culture.
Despite the demand for change, the STM had not immediately altered the messages on its buses due to the logistical challenges involved in updating each vehicle individually during maintenance periods. Such operational constraints meant that the agency had to take a measured approach to the transition.
Now, with the language watchdog's reversal and newfound support, the STM is preparing to see the word "go" return to some of its buses by March. For the buses that will still display the French phrase “allez,” the choice between the English and French slogans has been made in close consultation with each sports team involved. This inclusive approach also extends to women's sports teams, which will now be represented in these motivational messages.
The STM's decision marks an important step in acknowledging the bilingual nature of Montreal and recognizing the cultural significance of sports slogans among both English and French-speaking populations in the province. As Montreal continues to be a vibrant hub of cultural exchange, developments like these highlight the ongoing dialogue surrounding language use in public arenas.
This news underscores the complexities of bilingualism in Quebec, a province known for its deep-rooted commitment to the French language while also embracing its English-speaking community. The return of “Go Habs Go!” to Montreal's public transit system is likely to be met with enthusiasm from fans of the Canadiens as well as a reminder of the cultural blend that defines the city.
