Sponsorship roundup
By Adnews Staff
Tim Hortons has signed a three-year agreement with the Canadian Football League to be the official coffee and baked goods sponsor of the league, the playoffs and the Grey Cup championship game. Tim Hortons has been a sponsor of the league for 15 years and has individual sponsorship agreements with the eight CFL teams. The deal includes rights to league hospitality programs and intellectual property, as well as and visible branding during the playoff and Grey Cup games, including sideline signage and two on-field logos. "Tim Hortons and the CFL is a natural partnership," said David McMullen, vice-president of regional marketing and national promotions at Tim Hortons. "Both organizations are directly involved in the communities they operate in and give back to the fans and customers who support them. We look forward to another successful three-year relationship."
Grocery chain Metro has signed a five-year sponsorship agreement with the Ottawa Senators hockey team, beginning with the 2009-10 NHL season. Part of the agreement is the introduction of the Metro Family 4 Pack, which will be available for 10 games during the regular season. The package includes four tickets, four drinks and four hot dogs for a discounted price. "We are thrilled to be the exclusive partner and official grocery retailer for the Ottawa Senators," said Marc Giroux, national marketing vice-president at Metro. "Metro is about bringing people together for food at its best and the Senators bring hockey fans together for hockey at its best, so there is great synergy here."