Tim Hortons has strengthened its ties to Canada’s favourite pastime with a new multi-year partnership with the National Hockey League.
The iconic coffee chain is now title sponsor of the 2011 NHL Heritage Classic and the official quick-serve restaurant (coffee, donut and breakfast) of the NHL in Canada.
The Montreal Canadiens will face the Calgary Flames at the 2011 Tim Hortons NHL Heritage Classic on Feb. 21 to be played at McMahon Stadium in Calgary. The game will be televised by Versus in the United States and by CBC and RDS in Canada.
“For many Canadians, Tim Hortons is a fond part of their hockey memories, whether they routinely stop by one of their restaurants before 6 a.m. practices, or participated in the Timbits hockey program, as several NHL players—including Sidney Crosby—did,” said Keith Wachtel, senior vice-president corporate sales, NHL, in a release.
“We are proud to have Tim Hortons on board for the Heritage Classic to create new memories and be part of what will undoubtedly become another great day for hockey,” he said.
The title sponsorship also includes prominent on-ice brand position, on-air title broadcast rights with the CBC including branded pre-promotion, and integration of the Tim Hortons brand throughout the NHL’s media properties including NHL.com, NHL Network and NHL Radio.
