As part of its title sponsorship of the upcoming NHL Heritage Classic, Tim Hortons will run commercials during Versus' coverage of the outdoor game between the Montreal Canadiens and the Calgary Flames.
The restaurant chain, whose name is incorporated within the Feb. 20 contest's logo, will run spots on Versus, the NHL's exclusive national cable network in the U.S., as well as on CBC, which is televising the game in Canada.
Tim Hortons will also benefit from exposure via on-ice brand positioning and branded pre-promotion, as well as on such other league media properties as NHL.com, NHL Network and NHL Radio.
The title sponsorship of the Heritage Classic, which will play out in McMahon Stadium in Calgary, Alberta, is part of a new multiyear partnership with the league. The deal, terms of which were not disclosed, also encompasses Tim Hortons becoming the official quick serve restaurant, coffee, donut and breakfast of the NHL and being able to use league marks for in-store promotions.
The chain, which counted 3,082 restaurants in Canada and 567 in the U.S. at the end of November, has not previously advertised on Versus.