Tim Hortons gets title sponsorship for outdoor game as part of deal with NHL

TORONTO – Tim Hortons has signed on as the title sponsor for the NHL Heritage Classic, part of a new multi-year partnership announced Thursday.

The NHL Heritage Classic is an outdoor game featuring the Montreal Canadiens and the Calgary Flames. It will be played at McMahon Stadium on Feb. 20.

The title sponsorship gives Tim Hortons prominent on-ice brand position, on-air title broadcast rights with CBC, and an opportunity for Timbits minor hockey players to participate in the festivities.

“Tim Hortons has a special connection with hockey, from our company founder to our ongoing support for hockey programs at all levels,” Bill Moir, the company’s chief brand marketing officer, said in a statement. “Partnering with the NHL, home to the world’s best players, is a natural fit.”

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The agreement also makes Tim Hortons the NHL’s official quick-serve restaurant, coffee, donut and breakfast in Canada, and allows the North American chain to use league logos in its stores.

Tim Hortons already had partnerships with 10 NHL teams, including Edmonton, Montreal, Ottawa, Toronto and Vancouver.