Tim Hortons Become Title Sponsor of NHL 2012 All-Star Game

Restaurant chain, allergy | Tim Hortons, arthritis has been named title sponsor of the National Hockey League’s 2012 All-Star game in Ottawa, a first ever title sponsor of a All-Star event.

The sponsorship agreement will result in prime on-ice logo placement for Tim Hortons during the All-Star game on Jan.29, as well as a strong presence in promotions for the game on CBC, the NHL Network, NHL.com and NHL Radio.

Tim Hortons will also sponsor other All-Star weekend activities, such as an elimination shootout during the league’s individual skills competition.

According to Rob Forbes, senior director of regional marketing and national promotions for Tim Hortons, the company will promote the game nationally via in-store signage and amplify its efforts in the Ottawa area with initiatives such as an All-Star-themed doughnut.

Forbes said the characteristics of the league’s All-Star weekend mirror Tim Hortons’ own approach to hockey, including its Timbits minor hockey program for children. “The whole idea of the All Star game is that it’s a place where players and fans come together and it’s an opportunity to just have fun and relax and enjoy the game,” said Forbes. “It sort of reinforces our position that the game should be about fun.”

Both Forbes and Kyle McMann, vice-president of partnership marketing for the NHL, said the All-Star agreement was a chance to strengthen the relationship between the league and Tim Hortons, which sponsors several NHL teams and has featured players such as Sidney Crosby in its advertisements.

“The Heritage Classic was the first time the league had worked with Tim Hortons in a sponsorship capacity and it certainly opened the door for us to work together,” said McMann. “Without the Heritage Classic in the calendar this year, we both thought about ways that we could bring to life their partnership and their connection to hockey in a powerful way.”

McMann said further sponsorship announcements related to the 2012 All-Star game would be forthcoming in the next several weeks.