Oakville, ON - December 13, 2006 - Tim Hortons announced today a multi-year partnership with Sidney Crosby, Canada's young NHL star. Crosby will lend his name to the program where he started, Timbits Minor Hockey.
Sidney has a natural connection to Timbits Hockey through his participation back in 1993. At age 5, Sidney played for the Cole Harbour Timbits in Cole Harbour, Nova Scotia. Standing at 3' 11" Sidney wore jersey # 8 and played centre, clearly a sign of things to come.
Beginning January 1, 2007 a national television advertising campaign in English and French will feature Sidney and some current Timbits players promoting the philosophy of Timbits Hockey: "The First Goal is Having Fun". In-store posters and tray liners throughout all Tim Hortons locations will also support this message.
"I am proud to represent Timbits Hockey," said Sidney Crosby. "In my early days of playing hockey, my parents and coaches always reinforced the importance of having fun. That is something I take to the ice with me everyday."
"Sidney is an ideal ambassador for Timbits Hockey," said Rob Forbes, Director of Regional Marketing and Hockey Development, Tim Hortons. "As a role model Sidney inspires with his positive attitude and fun approach while still being grounded in family and community. Sidney Crosby embodies the philosophy of Timbits Hockey."
Timbits Minor Hockey began over 25 years ago. As part of the program, Tim Hortons works with local hockey associations in communities across Canada and the U.S. to help by providing player jerseys, participation medals and hockey Jamborees to over 50,000 players a year. Many Timbits Hockey players get a once in a lifetime opportunity to play an intermission feature during an NHL or Canadian Hockey League game.
Tim Hortons Inc. is Canada's largest quick service restaurant chain. Founded in 1964 as a coffee and donut shop, Tim Hortons has evolved to meet consumer tastes, with a menu that now includes premium coffee, flavoured cappuccinos, specialty teas, home-style soups, fresh sandwiches and fresh baked goods. Tim Hortons system-wide restaurants numbered 2,637 in Canada and 305 in the United States.