Tim Hortons has upped its hockey heritage quotient scoring the title sponsorship of the now-dubbed 2011 Tim Hortons NHL Heritage Classic.

The brand will receive prominent on-ice positioning during the event, on-air title broadcast rights with the CBC including branded pre-promotion, and Tims will be integrated throughout NHL media properties including NHL.com, the NHL Network and NHL Radio. It will also have the opportunity to involve players from its Timbits minor hockey program (of which Sidney Crosby was a participant) in the event, which will feature a tilt between the Montreal Canadians and Calgary Flames at McMahon Stadium in Calgary on Feb. 20 in front of more than 40,000 fans.

‘Tim Hortons has a special connection with hockey, from our company founder to our ongoing support for hockey programs at all levels,’ said Bill Moir, chief brand marketing officer, Tim Hortons, in a release. ‘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.’

Through the deal Tims has also become the official coffee, donut and breakfast of the NHL in Canada and now has the rights to use NHL marks for in-store promotion and on Tim Cards. The restaurant chain is already a partner with NHL teams including the Toronto Maple Leafs, Vancouver Canucks, Montreal Canadiens, Edmonton Oilers, Ottawa Senators, Buffalo Sabres, Detroit Red Wings, New York Islanders and Pittsburgh Penguins.