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Sponsorship roundup

Tim Hortons has signed-on as the title sponsor of the 2011 Tim Hortons NHL Heritage Classic hockey game as part of a new multi-year partnership with the National Hockey League. Tim Hortons will receive on-ice branding, on-air title broadcast rights with the CBC and brand exposure on, the NHL Network and NHL Radio. The company also has secured the rights to use NHL marks for in-store promotions. "We're proud to be the title sponsor of the 2011 Tim Hortons NHL Heritage Classic and help bring the time-honored tradition of outdoor NHL hockey back to Canada," said Bill Moir, chief brand marketing officer at Tim Hortons. "Tim Hortons has a special connection with hockey, from our company founder to our ongoing support for hockey programs at all levels. Partnering with the NHL, home to the world's best players, is a natural fit and we look forward to this multi-year, multi-dimensional relationship." The 2011 Heritage Classic will take place in Calgary on Feb. 20. Tim Hortons has also become the official quick serve restaurant, coffee, donut and breakfast of the NHL in Canada.

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