Since the announcement of the dismissal of Jim Montgomery by the Boston Bruins, social networks have been ablaze.
For a large majority of Montreal Canadiens fans, the solution to the current crisis has a name: Jim Montgomery.
Meanwhile, Martin St-Louis is plunged into a real public nightmare. Calls for change are no longer limited to living room discussions or televised debates; they have invaded social media and online discussion platforms, where supporters are adamant: St. Louis must go.
Criticism of Martin St-Louis and the enthusiasm for Jim Montgomery are not limited to online discussions. Internally, at the Montreal Canadiens, the organization is literally inundated with emails, messages and requests regarding Montgomery.
Social media managers, marketing teams, and even club PR face a constant stream of reactions.
Even before the official dismissal, messages multiplied on the Canadian’s digital platforms. Since he became free, requests to hire him have reached new heights.
Comments and publications piled up, creating an almost unanimous wave of opinion in favor of Montgomery. Here is an overview of the viral reactions:
“Jim Montgomery is free. No need to look further. Gorton, Hughes, wake up! »
“Imagine Montgomery behind the bench with this young team. It would make all the difference. Sorry, Marty, but your time is up. »
“The Bruins fire a top coach and we keep an amateur? It’s a joke! Montgomery to Montreal, right away. »
“The decision is easy. Montgomery knows the division, he knows how to win. What are we waiting for? »
If Kent Hughes and Jeff Gorton have no intention of firing Martin St-Louis at the moment, they cannot ignore the media storm that is shaking the organization.
According to internal sources, CH leaders are well aware of the impact of this situation on the club’s image and on the perception of fans.
“The messages are getting through. Not just in our inboxes, but also in our meetings. The fans are talking, and they are loud”would have confided a member of the team’s marketing department on condition of anonymity.
“It’s out of control. We receive plenty of emails a day that mention Montgomery. People write about St. Louis, but it’s often to say that it should be replaced by Montgomery. It became their obsession. »
On X (formerly Twitter), the hashtag #Montgomery has become trending in Quebec. Videos and photos edited by supporters are circulating, imagining Montgomery behind the Canadiens bench.
On Facebook, discussion groups entirely dedicated to the comparison between St. Louis and Montgomery are flourishing.
Even on Instagram, fan posts show montages where Montgomery wears a Canadiens jacket.
“When Montgomery is free and we keep St. Louis, it’s like keeping a broken car instead of buying a Ferrari. »
“Montgomery could turn this team into a champion. Give him the reins and watch the CH fly! »
Fans even go so far as to directly “tag” the Canadian’s official account, demanding a response from management. This constant pressure does not go unnoticed.
The situation has repercussions well beyond the Canadian’s locker room. The family and loved ones of Martin St-Louis would also be affected by this frenzy.
It’s starting to weigh on his shoulders. He does everything to stay focused, but it’s impossible to ignore everything that’s said. His family sees all this, and it’s hard for them.
The criticisms rained down, often cruel, and some even went so far as to question the legitimacy of St-Louis as a coach:
“Martin St-Louis is a good guy, but not an NHL coach. Montgomery would make CH a real team. »
“When you have Montgomery available and you prefer to keep St. Louis, it’s sabotage. »
During its last press conferences, St-Louis revealed an unusual fragility. His defensive tone, his dark circles up to his neck and his brief answers betrayed a growing nervousness:
He knows there are a lot of critics. He can’t control what people say. He’s focused on his job and what he can do to help this team.
But despite her efforts to hide her discomfort, fans and media were quick to notice a difference in her attitude.
“It looks like St. Louis is running out of steam. Maybe he knows his time is running out. »
Jim Montgomery is seen by many as the perfect antithesis of Martin St-Louis. Former coach of the Bruins, he was able to build a competitive and disciplined team, and he is recognized for his ability to get the best out of his players.
Proponents are quick to make brutal comparisons:
“Montgomery is a real coach. St-Louis is a guy who learns on the job. CH deserves better. »
For now, Kent Hughes and Jeff Gorton remain silent in the face of this turmoil. But their patience could be tested if results do not improve quickly.
The two wins in a row (3 wins in 4 games) feel good. St. Louis can breathe. His family a little less so seeing all the comments about Montgomery.
Martin St-Louis must not only face criticism of his system and his decisions, but also of his ability to manage pressure in a market as merciless as Montreal.
If the current situation does not change, it is likely that the Montgomery rumor will continue to grow, to the point of becoming an essential option for management.
In the meantime, St-Louis is navigating troubled waters, with the shadow of Montgomery looming over his position and the uncertain future of his mandate at the head of the Canadiens.
It’s up to him to raise his head. Because in the coming weeks, with each defeat, Quebec will ask for Montgomery.
Poor Marty.
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