Montreal's Farine Five Roses sign just changed for the first time in years — Here's why

From the cross on Mount Royal to the Orange Julep, Montreal's landmarks are part of the city's identity. But this week, one of Montreal's signature icons is lighting up a little differently — and it's for a great reason.

The Farine Five Roses sign, a staple of the skyline since 1948, is temporarily flashing just one word. It's not a glitch, but a tribute to Montreal's new professional women’s soccer team, the Montreal Roses.

While public backlash ensued when the neon red sign was briefly turned off and almost permanently removed back in 2006, the ongoing changes should spark a different kind of reaction.

Each night until May 6, only the word “ROSES” will glow, while the rest of the sign remains dark. The gesture, which marks the first time the sign has been altered in support of a sports team, is a nod to the team's name and vibrant colour scheme on their home kits.

So far, members of the Roses are thrilled with the fitting collaboration with the Quebec-based flour company.

"This iconic sign has lit up the Montreal skyline for generations. For the players, our fans and all the young girls who dream of playing professionally, it's a significant gesture of validation and visibility. Our place is here, prominently displayed, at the heart of the city and the sport," said Roses goalkeeper Gabrielle Lambert in a press release.

"The name 'Roses' stands for strength, creativity, and growth — values we bring to lifeevery day as a team," added Annie Larouche, the team's president. "To see that name celebrated on such an iconic symbol of Montreal sends a powerful message to young women across the city: their dreams deserve to shine just as bright."

The Montreal Roses are one of the founding teams in the Northern Super League, Canada's first professional women's soccer league, launching this spring. Their name, logo, and uniforms were designed to reflect the city’s culture and identity, with the team's custom typeface inspired directly by the Farine Five Roses sign itself.

Inside their home stadium, Stade Boréale in Laval, fans will also find a replica of the sign, which has been granted heritage status by the borough of Ville-Marie, set up as a photo backdrop.

Already riding an impressive 2-0-0 record, the Roses will play their first home game on May 3, with the season running through October 18.

Single-match tickets are available on the team's website.