Yesterday, Tim Horton’s, one of North America’s largest quick service restaurant chains, signed on as the title sponsor of the highly anticipated 2011 Tim Horton’s NHL Heritage Classic™, part of a new multi-year partnership with the National Hockey League (NHL).
Also as part of the agreement, Tim Horton’s has become the Official Quick Serve Restaurant Coffee, Donut and Breakfast of the NHL in Canada. The 2011 Tim Hortons NHL Heritage Classic pits the Montreal Canadiens against the Calgary Flames in McMahon Stadium on Feb. 20, 2011 in front of more than 40,000 fans with millions more watching on TV.
Tim Horton’s title sponsorship involves a number of opportunities, including the chance for Timbits minor hockey players to participate in the festivities. “We’re proud to be the title sponsor of the 2011 Tim Horton’s NHL Heritage Classic and help bring the time-honoured tradition of outdoor NHL hockey back to Canada,” said Bill Moir, Chief Brand Marketing Officer, Tim Horton’s.
“Tim Horton’s has a special connection with hockey, from our company founder to our ongoing support for hockey programs at all levels. Partnering with the NHL, home to the world’s best players, is a natural fit and we look forward to this multi-year, multi-dimensional relationship.”
Additional assets as part of the title sponsorship for Tim Horton’s include prominent on-ice brand position, on-air title broadcast rights with the CBC including branded pre-promotion; and integration of the Tim Horton’s brand throughout all NHL media properties including NHL.com, NHL Network™ and NHL Radio™. The company also has secured the rights to use League marks for in-store promotion and on Tim Cards.