While there have been a few calls for the NHL as a whole to stand up and support the Canadian Women's Hockey League, it hasn't been an overwhelming amount of voices putting pressure on them. Yet, the Montreal Canadiens have taken it upon themselves to create an affiliation with the Montreal Stars of the CWHL to help promote and grow the game.

According to the Canadiens, they will make their infrastructure and resources available to the Stars, as well as their marketing, advertising, and sponsorship powers in order to stimulate growth. The Canadiens will also be selling Montreal Stars merchandise alongside their own, associating the CWHL club with the most powerful brand in the province.

The Canadiens will also continue a tradition they started last summer, building hockey camps and conditioning clinics for female players, something that was universally well received last time around.

Geoff Molson, President and CEO of the Habs, had this to say in regards to the affiliation:

"As a professional hockey organization, we have been closely involved in minor hockey development for many years in Quebec, and with the growing popularity of women's hockey over the last decade, I think this is the right time to concretely support women who play professional hockey, and, at the same time, promote the sport among up-and-coming players."

Brenda Andress, the commissioner of the CWHL, was overjoyed with the announcement, saying:

"Entering into a partnership with the Montreal Canadiens affords the CWHL an opportunity to grow women's hockey hand in hand with one of the most storied franchises in professional sport. Female hockey players in Quebec and around the world, along with fans of the CWHL, will be the ultimate beneficiaries of the work we do together."

Some information about the CWHL and Montreal Stars from the Canadiens' press release: