Dublin, OH - Wendy's Founder Dave Thomas suits up for a few tips from USA Hockey All-Stars Chris Chelios and Mike Richter and hockey legend Cam Neely in the company's new Big Bacon Classic television advertising. The new ads will debut during the NHL All- Star Game on Sunday, Jan. 18, as part of the company's National Hockey League (NHL) and USA Hockey sponsorship.
"It was really cool to get on the ice with the pros," said Dave Thomas, Wendy's founder and television spokesperson. "But I think I'll keep my day job."
The new ads feature Dave's moves as USA Hockey's new "secret weapon" suiting up for the games, stopping shots in the nets, even driving the Zamboni.
In addition to Chelios (Chicago Blackhawks), Richter (New York Rangers) and Neely (formerly Boston Bruins), the series of hockey ads also features Tony Amonte and Gary Suter of the Chicago Blackhawks, Kevin Hatcher of the Pittsburgh Penguins, Joel Otto of the Philadelphia Flyers and John Vanbiesbrouck of the Florida Panthers.
The "Official Hamburger of the NHL"
Wendy's announced in June a multi-year sponsorship deal with the NHL to become an official sponsor of the league, USA Hockey and the NHL Players' Association (NHLPA) in the United States.
Beginning this season, the sponsorship provides Wendy's with quick service restaurant (QSR) national exclusivity and the designation as "Official Hamburger of the NHL"/"Official Sponsor of the NHL," as well as the opportunity to link with the NHL in community and charitable programs through the NHL Foundation. Wendy's also has marketing rights to the NHL, NHL Players and USA Hockey to be used in broad-based marketing, promotions and advertising.
"The Wendy's sponsorship has come at a time when interest in hockey is at an all-time high and will give us further increased exposure across the U.S.," said NHL Senior Vice President Steve Solomon. "As one of the first joint agreements among the NHL, the NHLPA and USA Hockey, we are all benefiting from the association with Wendy's, an organization known for its quality products and operations."
"The players appreciate the opportunity this partnership with Wendy's will provide," said Ted Saskin, NHLPA senior director of business affairs and licensing. "We are certain this agreement will prove beneficial to all parties involved as our sport continues to grow."
Wendy's also has hamburger and chicken sponsorship exclusivity on Fox Television's "NHL on FOX" telecasts. The company will receive four spots within each game broadcast, from the NHL All-Star Game through the Stanley Cup Finals, along with dasherboard rights and one feature in each game produced by the NHL and FOX in conjunction with Wendy's.
When he's not at the hockey rink, Dave is best known for creating some of the biggest tastes in fast food hamburgers, such as the Big Bacon Classic and the Wendy's Single, Double and Triple. All Wendy's hamburgers are fresh and made-to-order.
Wendy's Old Fashioned Hamburgers restaurants was founded in 1969 by Dave Thomas, and in 1995 Wendy's merged with Tim Hortons, the second largest quick service restaurant in Canada, which features coffee and fresh baked goods. Today, there are more than 5,200 Wendy's restaurants worldwide and 1,500 Tim Hortons in Canada and the United States, with combined sales nearing $6 billion annually.
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