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The year’s first major sports franchise rebrand came early—Jan. 14, to be exact—when Major League Soccer’s Montreal Impact revealed that it was becoming Club de Foot Montréal, or CF Montréal, effective immediately.
However, unlike the two name changes to major sports teams in 2020, the culmination of decades of backlash for being racially offensive, this one was strictly business-driven. In CF Montréal’s home province of Quebec, 1.8 million people like soccer, and 1.3 million watch the sport on television every week—yet the club was having trouble consistently filling its 19,619-seat Saputo Stadium.
“We
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