NHL Sells Title Sponsorship to All-Star Game
Tim Hortons, already the Official Quick Service Coffee, Donut and Breakfast Restaurant of the NHL in Canada, has secured title sponsorship of this season's NHL All-Star Game. The move marks the first time a major North American sports league has sold title sponsorship to its All-Star Game.
As part of the deal, Tim Hortons will receive a prominent in-ice brand position; camera-visible dasherboards; on-air mentions of the Tim Hortons brand in connection with the event name and logo on CBC broadcasts, including branded pre-All-Star Game promotion, integration of the Tim Hortons brand throughout all NHL-controlled media properties including NHL.com, NHL Network and NHL Radio, the opportunity to integrate the Timbits Minor Hockey players into promotional activities and more. In addition, Tim Hortons will serve as the presenting sponsor of both the Tim Hortons NHL Elimination Shootout within the NHL All-Star Skills Competition and the NHL trophy exhibit within NHL Fan Fair, the fan festival that will offer interactive games, attractions, and more, during the NHL All-Star weekend.
Last winter, Tim Hortons was named title sponsor of the NHL Heritage Classic, an outdoor game pitting the Montreal Canadiens against the Calgary Flames.
"We're excited to be back in Canada to host an extremely important platform that celebrates hockey and our players," said Kyle McMann, the NHL's Vice President of Partnership Marketing in Canada. "As a partner that supports the whole spectrum of hockey, bringing the NHL All-Star Game to our nation's capital allows Tim Hortons to provide fans the ultimate hockey celebration."
NHL Network, NHL.com, NHL Radio and NHL Mobile will have all angles of the game covered with a full slate of live programming and fan initiatives. Live television coverage of the game will be provided by NBC Sports Network in the U.S. and CBC and RDS in Canada.
"Having the 2012 Tim Hortons NHL All-Star Game in Canada serves as the perfect rallying point for Canadians who love hockey", said Bill Moir, Chief Marketing Officer of the TDL Group Corp. "For a company whose history and brand strategy is so inherently tied to the world's greatest game across all levels, it reinforces how ideal this partnership is in helping celebrate the NHL's finest in Ottawa".