A double-double, with a large Sarge
NORTH BAY, Ont. – North Bay Battalion fans are going to take a bite out of Sarge.
The 10 Tim Hortons locations in North Bay will mark the Battalion’s first game in its new home Friday night, against the Peterborough Petes, by unveiling a donut festooned with black and yellow sprinkles surrounding an edible Battalion crest.
The confectionery, to be available starting at 6 a.m., will be served only on days when the Troops play at home. Each location also will have 300 Battalion-branded Tim Cards for purchase. Both items will be promoted on digital menu boards in Tim Hortons locations.
The Battalion, which played 15 years in Brampton, hosts Peterborough in the first Ontario Hockey League game in North Bay since March 26, 2002, when the host Centennials lost a 5-2 decision to the Toronto St. Michael’s Majors in the fourth and final game of an Eastern Conference quarterfinal.
“It’s a good partnership between the Battalion and Tim Hortons,” said John McLellan, regional marketing manager for Tim Hortons. “If people go into our restaurants and see the donuts, they know there must be a Battalion home game. We’re trying to get the community behind the Battalion like Tim Hortons is.”
McLellan said the partnership is about more than donuts and Tim Cards.
“At Tim Hortons we pride ourselves on being part of the community, and this program in North Bay encompasses everything from season tickets to a corporate box, to a Tim Hortons bus going to a game in Sudbury, to intermission games.
“This is not a head office sponsorship package. This is strictly a North Bay sponsorship package. It’s all part of a partnership that we hope is going to flourish over the years. We’re proud to be partners with the Battalion. From what we’ve seen so far, it’s going to be great for everybody.”
McLellan said the donut can be a versatile promotional item.
“It’s a huge expense for us to do something like this, but it’s probably the right thing to do. It opens the door to doing so many other things. We can have players going into schools for question-and-answer sessions and we can bring donuts. We can do promotions in the stands where a fan might win a dozen Battalion donuts, and we can have them available for scouts and media who are coming to town. It’s definitely something we can have a lot of fun with.
“If they’re available only at limited times, such as the days of home games, people get more excited about them. We want to get the Battalion logo out there and get people passionate about the team.”
McLellan said he also sees plenty of opportunity with the Tim Cards.
“We can give each of the three stars a $10 Tim Card or do prizing in the stands. That can create a lot of excitement. The quantities are very limited. Once they’re gone, they’re gone.”
McLellan worked 14 years as director of marketing and public relations for the Centennials, who left North Bay after the 2001-02 season to become the Saginaw Spirit.
“Deep down I always believed the OHL would return to North Bay. People in North Bay are passionate about the OHL. They were passionate about the Centennials, and they’re excited about Friday’s home opener. Once they get to know the players and organization and see the success they’re going to have, that passion will only build among the fans.”
