As Montreal Canadiens fans crammed into transit stations during last spring’s unexpected playoff run, most were focused on the scoreboard, not the signage. Few noticed the quiet linguistic struggle playing out overhead on digital displays where “GO HABS GO” flashed between station announcements.
According to documents obtained through access to information requests, the Office québécois de la langue française (OQLF) – Quebec’s language watchdog – had been pressing the Société de transport de Montréal (STM) for months about its use of English words like “go” in public messaging, even before the hockey fever gripped the city.
“It became a strange convergence of sports culture and language politics,” explains Michel Leblanc, a political scientist at Université de Montréal who studies language policy implementation. “The STM was caught between celebrating a cultural moment and adhering to provincial language requirements.”
The STM had been displaying various motivational messages on its digital boards since early 2024, including phrases like “Bonne journée” and occasionally “Have a good day” or “GO Montréal GO” during special events. Internal emails reveal the OQLF first contacted transit officials in January, citing concerns about English-language messaging in a predominantly French-speaking jurisdiction.
Transit rider Gabrielle Tremblay noticed the messaging shift during playoff games. “One day it was ‘GO HABS GO’ and then suddenly it changed to ‘ALLEZ HABS ALLEZ.’ Most people just shrugged it off, but you could hear some grumbling about it being ridiculous to translate a cheer everyone knows.”
The controversy highlights the ongoing tension between Quebec’s strict language laws and Montreal’s bilingual identity. Bill 96, which strengthened protections for the French language in 2022, gave the OQLF expanded powers to investigate potential violations, including public signage and communications.
Jean-François Roberge, Quebec’s Minister Responsible for the French Language, defended the OQLF’s actions. “Public institutions have a responsibility to showcase French prominently. This isn’t about erasing other languages but ensuring French remains the common language of all Quebecers,” he stated at a press conference in Trois-Rivières last week.
The documents show a series of increasingly formal exchanges between the STM and language officials. In March, the transit authority argued that short English expressions like “go” were universally understood and part of Montreal’s sporting culture. By April, the OQLF had issued a formal request for compliance, citing sections 22 and 51 of the Charter of the French Language.
Ridership data from the STM shows no measurable impact from the signage dispute. However, social media analytics company MediaScan noted more than 15,000 Quebec Twitter users engaged with hashtags about the controversy during May’s playoff series, with sentiment running roughly 70% against the OQLF’s position.
“What’s interesting about this case is how everyday Montrealers seem increasingly frustrated with language micromanagement,” says Catherine Williams, who tracks public opinion on language issues for polling firm Léger. “Our recent survey showed 64% of francophones under 40 in Montreal found the ‘go’ controversy to be overreach, compared to just 31% of those over 60.”
The STM ultimately complied with the directive, switching to French-only messaging by late May. STM spokesperson Marie-Claude Léonard told Mediawall.news that the transit authority “respects Quebec’s language laws while trying to create an inclusive environment for all riders.”
For Montreal Mayor Valérie Plante, the incident represents a delicate balancing act. “Montreal is proudly a French-speaking city with a diverse, multilingual population,” she said during a city council meeting. “Sometimes these values create tension, but I believe we can protect French while still allowing for cultural expressions that have become part of our identity.”
The case reflects broader debates happening across Quebec as Bill 96 implementation continues. Small businesses, healthcare providers, and educational institutions have all faced adjustments under the strengthened language rules.
Outside Berri-UQAM station yesterday, longtime Canadiens fan Jacques Bergeron, 67, seemed more pragmatic than outraged. “Look, I’m all for protecting French – it’s our language, our culture. But ‘go’ isn’t even really English anymore when it comes to hockey. It’s just what we yell, you know?”
The incident may seem minor compared to other language-related controversies in Quebec’s history, but some political observers see it as symptomatic of deeper divisions about how to balance language protection with modern urban realities.
“The question isn’t whether French should be protected – most Quebecers agree it should,” explains Leblanc. “The debate is about how rigid or flexible those protections should be in practice, especially in Montreal where multiple worlds intersect daily.”
As the Canadiens prepare for next season, the STM has already drafted new guidelines for acceptable messaging during special events. According to internal planning documents, future hockey playoff messaging will stick to “ALLEZ MONTRÉAL” or simply displaying the team’s logo without text.
For now, at least, Montreal transit riders will have to find somewhere else to see “GO HABS GO” during next year’s playoffs – assuming the team makes it that far again.
