It is also free association to the owner of the shop, no? He has no affiliation with the Canadiens, yet will attract customers as a result of the implied affiliation. Much like the situation in Vancouver, "THE LEAGUE" is being the bad guy in order to enforce a complaint by the actual team.
Keep in mind that local businesses pay good money in order to be affiliated with the team. They have a right to benefit from that partnership. The team has a right to protect their interests as well. I am sure if the owner of this establishment wished to legally use this sign, the Canadiens would be more than happy to provide a price.
People also had the same outrage when Disney was suing school boards when the institutions were utilizing Disney's protected trademarked characters. Its their property, and they have the right to enforce those rights to the full extent of the law.