THATS_HOCKEY_LOGO_FINAL

Tim Hortons partners with TSN on That’s Hockey

New sponsorship includes naming rights, in-show segments

With the puck set to drop on the 2014-15 NHL season, TSN announced Wednesday that Tim Hortons has signed on as the title sponsor of its daily hockey digest show, That’s Hockey.

The newly rechristened Tim Hortons That’s Hockey debuted on Wednesday, teeing up the NHL’s season opener between the Toronto Maple Leafs and Montreal Canadiens.

Tim Hortons will also be integrated into various segments and features within the show, as well as in TSN’s regional package of games featuring the Toronto Maple Leafs, Ottawa Senators and Winnipeg Jets.

The features include:

  • Timbit Tidbits – A daily feature that looks at notable stats and facts;
  • Weekly sponsorship of the “Post2Post” feature, a breakdown of the week’s goaltending performances with hockey analyst (and former NHL goalie) Jamie McLennan;
  • Sponsored “Keys to the Game” features during regional games on TSN

Peter Nowlan, Tim Hortons’ chief marketing officer, called the sponsorship a “natural fit” for the coffee chain. “Our history has an intrinsic connection with this sport – it is a part of our DNA,” he said in a release. “From our founder, NHL great Tim Horton, to our presence in arenas, on jerseys and in the daily routines of Canadians that love and play this incredible game.”

Nathalie Cook, TSN’s vice-president of sales and brand partnerships, called the deal a “strategic and meaningful” alliance for TSN, which she described as “Canada’s top source” for daily hockey news.

Tim Hortons has sponsorships in place with 10 NHL teams including all seven Canadian franchises as well as the Detroit Red Wings, Buffalo Sabres and Columbus Blue Jackets. The sponsorship includes the opportunity for some of its “Timbits” minor hockey players to play during the intermission of select NHL games.

The company also partners with select NHL teams to provide coaching clinics for volunteer coaches.

Media Articles

30 Under 30 is back with a new name, new outlook

No more age limit! The New Establishment brings 30 Under 30 in a new direction, starting with media professionals.

As Prime Minister, Kellie Leitch would scrap CBC

Tory leadership hopefuls are outlining their views on national broadcaster's future

‘Your Morning’ embarks on first travel partnership

Sponsored giveaway supported by social posts directed at female-skewing audience

KitchenAid embraces social for breast cancer campaign

Annual charitable campaign taps influencers and the social web for the first time

Netflix debates contributions with Canadian Heritage

Netflix remains wary of regulation as some tout 'Anne' and 'Alias Grace' partnerships

Canadians warm up to social commerce

PayPal and Ipsos research shows "Shop Now" buttons are gaining traction

Online ad exchange AppNexus cuts off Breitbart

Popular online ad exchange bans site for violating hate speech policy

Robert Jenkyn is back at Media Experts

Former Microsoft and Globe and Mail exec returns to the agency world

2016 Media Innovation Awards: The complete winners list

All the winning agencies from media's biggest night out!