Montreal Canadiens defenseman Arber Xhekaj has always been a force to be reckoned with on the ice, earning his reputation as “The Sheriff” thanks to his fearless physicality and larger-than-life personality.

But this week, Xhekaj has surprised fans and the entire hockey community by stepping into a role that no one saw coming—a move that’s already causing a stir far beyond the rink.

A newly released promotional video has set social media abuzz, showing the 23-year-old athlete trading his hockey gear for something entirely unexpected.

With a cowboy hat, boots, and a mischievous grin, Xhekaj is suddenly at the center of one of Quebec’s biggest cultural events, leaving fans wondering what could possibly come next.

Is this just a playful cameo, or is Xhekaj hinting at a new chapter in his off-ice career? Why has the Lasso Montréal festival chosen the Canadiens’ enforcer as their latest ambassador?

And what does this surprising collaboration mean for the connection between sports and culture in Montreal?

Dive into the full story to discover the hidden motivations, behind-the-scenes details, and the ripple effects of Xhekaj’s headline-making announcement.

Photo credit: Screenshot

The rugged Montreal Canadiens defenseman, Arber Xhekaj, is known for his physical style and fiery play on the ice.

And now the character defenseman that he is, is drawing attention in a completely different way.

In a new promotional video released today, the 23-year-old athlete traded in his hockey helmet for a cowboy hat, stepping into the world of the Lasso Montréal country music festival.

The short clip, shared on the event’s and the team’s social media pages, shows Xhekaj dressed in a plaid shirt, boots on his feet, and a sly smile, playing along with a disarming natural charm.

“This town might not be big enough for two sheriffs, but at @LassoMTL, everybody is welcome”

Between a few warm-up moves and some pretend lasso throws, the player shows humor and charisma that should appeal both to hockey fans and country music lovers.

Held every summer at Parc Jean-Drapeau, Lasso Montreal has quickly become one of the must-attend events for genre enthusiasts in Quebec.

The 2025 edition once again promises a top-tier lineup with international headliners and a festive atmosphere that draws thousands of visitors. The addition of a popular figure like Xhekaj in the ad campaign is clearly aimed at expanding the event’s reach and winning over a sports audience.

A Gesture That Brings Sports and Culture Closer

This collaboration illustrates the organizers’ growing desire to build connections with different cultural and sports communities.

For the defenseman, nicknamed «The Sheriff» by fans, this foray into the world of country music could well be the first of a series of off-ice projects.

More and more, NHL players are taking part in initiatives that go beyond sports, strengthening their presence in the community.