Molson Breweries is backing a two-hour documentary on the rivalry between the Toronto Maple Leafs and the Montreal Canadiens and the symbolic role that rivalry has played in Canadian life.

Called Forever Rivals, the documentary will be aired on cbc tv Sept. 29, a week before the National Hockey League’s 1996-97 season opens.

Marilyn McCrea, manager of corporate communications at Molson Breweries in Toronto, says final details are still to be worked out, but the company has made a sponsorship commitment and is ‘definitely enthusiastic’ about the program.

Molson is also providing archival film footage and production facilities through Molstar Communications, its tv production company, adds McCrea.

Molson owns the Canadiens. The team’s general manager, Rejean Houle, a former Montreal player, was a Molson public relations executive before he moved back to hockey.

The Leafs have had different owners over the years. Their current owner is grocery magnate Steve Stavro.

Ian Davey, producer at TV Eye Entertainment, makers of the documentary, says the Leaf/Canadiens rivalry still means a great deal to anyone over the age of 30, and when Toronto and Montreal face off on Molson Hockey Night in Canada, viewership goes up by a third or more.

The cbc’s French network will air the documentary closer to Christmas, says Davey.

Adam Litzinger, director of sports sales at cbc in Toronto, says the network currently has its hands full with the Olympics and hockey’s World Championships, but will soon start making plans to sell Forever Rivals.

As for the marketing possibilities, Davey says Random House has a book planned, also called Forever Rivals, by Canadian author Dan Diamond, and he hopes a video deal can be struck.

Davey says he’s already talked to Esso – a hockey sponsor for years – as well as Petro-Canada and McDonald’s Restaurants of Canada about making the video of Forever Rivals a self-liquidating premium.

He suggests the video could sell in gas stations for $6 or $7 with every fill-up.