After serving as the president of the Ottawa Rough Riders, Sam Berger purchased the Montreal Alouettes in 1970.  The Alouettes had languished in the 1960s, but returned to glory under Berger.  One of Berger's first actions was to hire and reunite the duo of Red O'Quinn and Sam Etcheverry to be his GM and Coach.  The success was instant with Montreal winning the Grey Cup in 1970.  Berger remained as team president and owner of the Alouettes until 1980.

Sam Berger passed away on July 24, 1992.