• by Karl Greenberg , December 9, 2010

Quick-serve restaurant Tim Hortons has signed on as the title sponsor of the highly anticipated 2011 Tim Hortons NHL Heritage Classic,  part of a new multi-year partnership with the National Hockey League (NHL).  Also as part of the agreement, Tim Hortons has become the Official Quick Serve Restaurant Coffee, Donut and Breakfast of the NHL in Canada.

The 2011 Tim Hortons NHL Heritage Classic features the Montreal Canadiens against the Calgary Flames in McMahon Stadium on Feb. 20. Tim Hortons' title sponsorship includes on-ice brand position, on-air title broadcast rights with the CBC including branded pre-promotion; and integration of the Tim Hortons 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, per a release.

Tim Hortons, the fourth largest restaurant chain in North America, sponsors the Buffalo Sabres, Columbus Blue Jackets, Detroit Red Wings, Edmonton Oilers, Montreal Canadiens, New York Islanders, Pittsburgh Penguins, Ottawa Senators, Toronto Maple Leafs, and Vancouver Canucks.

The NHL says the 2011 Tim Hortons NHL Heritage Classic marks the first regular-season NHL game contested outdoors in Canada since the Edmonton Oilers hosted the Canadiens at Commonwealth Stadium in 2003. The League says the game will be on CBC and RDS in Canada and Versus in in the United States. NHL Radio will broadcast in both nations and NHL Network will air pre- and post-game programming, and NHL.com will have digital coverage.