SBD/Issue 62/Sponsorships, Advertising & Marketing

Tim Hortons To Title Sponsor NHL Heritage Classic In Calgary

Tim Hortons, Canada’s largest restaurant chain, has signed a multiyear deal with the NHL that includes becoming the title sponsor of the NHL’s Heritage Classic outdoor hockey game. The '11 game between the Canadiens and the Flames will be played on Feb. 20 at Calgary's McMahon Stadium. The deal includes prominent on-ice brand positioning, on-air title broadcast rights with the CBC and the integration of the QSR's brand with a variety of NHL media and merchandise. The Heritage Classic is the first outdoor pro hockey game in Canada since the Oilers played the Canadiens in '03. As part of the deal, Tim Hortons will gain the designation as the official Quick Serve Restaurant Coffee, Donut and Breakfast of the NHL in Canada. The company also gains rights to use league marks for in-store promos.

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