Coffee chain Tim Hortons has secured the naming rights to the new stadium of Canadian Football League American football team Hamilton Tiger-Cats in a wide-ranging 10-year deal.
Tim Hortons Field is set to open in 2014 and the Hamilton-based company will enjoy premium branding opportunities throughout the stadium and, as the presenting partner of Tiger-Cats football, prominent branding on the team’s jerseys.
A variety of Tim Hortons products, along with those of its associated ice cream producer Cold Stone Creamery, will be available from concessions stands and the Tiger-Cats and Tim Hortons will collaborate on an in-stadium museum as the brand prepares to celebrate its 50th anniversary next year.
Although the full financial terms of the deal have not been disclosed, Tim Hortons and the Tiger-Cats will deliver C$1m (€730,000/$952,000) to the charitable efforts of the Tim Horton Children’s Foundation and the Tiger-Cats’ Play Action minor football development programme over the term of the partnership.