• by Tanya Gazdik , December 9, 2010

In what can only be described as a natural partnership, Tim Hortons is linking with the National Hockey League in a multi-year partnership.

The quick-service restaurant chain, founded in 1964 by NHL hall-of-famer Tim Horton, has signed as the title sponsorship of the 2011 Tim Hortons NHL Heritage Classic. 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 pits the Montreal Canadiens against the Calgary Flames in McMahon Stadium on Feb. 20 in front of more than 40,000 fans with millions more watching on TV. Tim Hortons' title sponsorship involves a number of opportunities, including the chance for Timbits minor hockey players (named for the restaurant's signature donut hole morsels) to participate in the festivities.

Tim Hortons has a special connection with hockey, from the company's founder to ongoing support for hockey programs at all levels, says Bill Moir, chief brand marketing officer, Tim Hortons.

Prior to this league-wide sponsorship, the restaurant already supported several NHL teams, including 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.

Additional assets as part of the title sponsorship include prominent 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.

Tim Hortons is the fourth-largest restaurant chain in North America and serves about two billion cups of coffee a year in the U.S. and Canada.