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NHL commissioner Gary Bettman and Ottawa Senators owner Eugene Melnyk react during a news conference announcing Ottawa will host the 2012 NHL All-Star game in Ottawa September 15, 2010.CHRIS WATTIE/Reuters

The NHL all-star game is getting a title sponsor.

The league says next year's contest will be known as the 2012 Tim Hortons NHL All-Star Game.

The game is set for Jan. 29 in Ottawa.

Tim Hortons is already billed as the "Official Quick Service Coffee, Donut and Breakfast Restaurant of the NHL" in Canada.

The business was founded by defenceman Tim Horton, who played in the NHL from 1949 until his death in a car accident in 1974.

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