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.

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