Two celebrated Canadian institutions have united on a program to support young players of one of the country’s favourite games.
Quick-service restaurant (QSR) Tim Hortons has entered into a four-year partnership with Hockey Canada. The agreement includes a title sponsorship of the organization’s youth initiation program, which will be re-branded as the Tim Hortons Timbits Hockey Canada Initiation Program.
The program is the official entry level for hockey in Canada and is expect to support the development of more than 100,000 five- and six-year-old players across the country.
“This partnership speaks to our intrinsic connection with Canada’s game and the foundation of Tim Hortons, beginning with our founder who was an amazing talent in the restaurant and on the ice,” said Tim Hortons Canada head of marketing Jorge Zaidan.
The Timbits Initiation Program is a structured, learn-to-play hockey program designed to introduce young players to the game’s basic skills in an atmosphere of fun and fair play. Initially developed by the QSR more than 35 years ago, the Timbits program aims to help children get their start in the sport by having fun, learning skills, and developing confidence.
“A positive first experience on the ice is so important to growing a love for the sport—that’s something I’ve always believed in, having had my start as a Timbits hockey player,” said Timbits Alumnus Sidney Crosby, who has played for Team Canada seven times to-date. “The Tim Hortons Timbits Initiation Program makes sure kids learn basic skills while having a good time and can go on to playing hockey for years to come.”
The partnership will also see Tim Hortons promote national championships and International Ice Hockey Federation (IIHF) events, including the World Junior Championship and the Women’s World Championship.