Rogers Media has announced Tim Hortons is the first brand to sign on as a sponsorship partner with Canada’s Got Talent, airing on Citytv in spring 2012.

The sponsorship includes in-show brand sell, product placement and integration, on-site giveaways and commercial activity and promotion across multiple Rogers platforms, according to a company release.

The chain also recently opened two Tim Hortons Cold Stone Creamery locations inside the Rogers Centre as part of its sponsorship deal with the Rogers Media-owned Toronto Blue Jays.

Media in the partnership will be handled by Mindshare Canada, Tim Hortons’ media agency of record, who negotiated the partnership on behalf of the company.

The inaugural season of Canada’s Got Talent starts with its audition tour on Sept. 9 in Winnipeg, travelling through nine stops across Canada.

Additional partners for the show will be announced in the coming weeks.