Buffalo Sabres rookie Jack Eichel joins Tim Hortons Cafe & Bake Shop

New partnership builds on company's hockey heritage

Tim Hortons Cafe & Bake Shop announced today Buffalo Sabres rookie center Jack Eichel has "joined the Tims team" and will serve as a celebrity spokesperson and ambassador for the brand over the next two years.

"Buffalo is thrilled to have Jack Eichel playing for the Sabres, and that's exactly how we feel about having Jack on our team at Tim Hortons," said Felipe Athayde, president, Tim Hortons U.S. "Hockey, and the Sabres in particular, are central to the Tim Hortons brand, reaching back to our founder's ties with the team and our present day role as 'Official Coffee of the Buffalo Sabres,' and now Jack Eichel."

Eichel, the No. 2 overall draft choice in the 2015 NHL Draft, will appear on behalf of Tim Hortons in broadcast, print and billboard advertising, and make a number of in-person appearances at area Tim Hortons restaurants, as well as charity events. He also will participate in several digital and social media promotions featuring special giveaways for fans.