Seemed somewhat inevitable, but the new stadium will be named after the donut giant that sprang from a location on Ottawa Street nearby. Primus Communications had also been bandied about. One would assume that there will be a fair amount of Tim's products available.
The company no doubt hopes that the stadium will get into the regular rotation for the Grey Cup to maximize the advertising impact. Hopefully this aids the team's pursuit of a cup soon. Tim's also has stores in the US, so broadcasts on the NBC Sports network are a small added bonus. It will be interesting to hear the terms, for sake of comparison between the other CFL teams and BMO Field in Toronto. According to this TSN article, BMO's deal with TFC's meccano set stadium was $27 million over 10 years, for $2.7 million per year.