Tim Hortons, known for its association with hockey, has secured a new role as an Olympic sponsor this year. The renowned cafe chain announced on Wednesday its inaugural partnership with the Canadian Olympic Committee to support Canada’s national team. Hope Bagozzi, Tim Hortons’ chief marketing officer, expressed surprise at the collaboration, noting the natural fit between the two iconic entities. The partnership entails an eight-year commitment with the Canadian Olympic Committee and a three-year agreement with the Canadian Paralympic Committee, aimed at providing benefits to athletes and fans. Jacqueline Ryan, the COC’s chief brand and commercial officer, highlighted the financial support from Tim Hortons as a crucial contribution to Team Canada’s success and emphasized the engagement opportunities for Canadians.
Athletes bound for Milan and Cortina for the upcoming Olympic Games will have access to Tim Hortons coffee, extending to their coaches, support staff, and families during the February and March events. Back in Canada, Tim Hortons customers will enjoy Olympic-themed packaging for their hot beverages and Timbit orders. The red cups will showcase the national Olympic emblem, labeling Tim Hortons as the “official coffee of the Canadian Olympic team,” while the Timbit boxes will feature illustrations of the miniature doughnuts engaging in winter sports activities.
In a unique initiative, members of the Tims loyalty program will receive special offers every time a Canadian athlete secures a gold medal, such as a complimentary 10-pack of Timbits with a minimum $5 purchase. Additionally, Tim Hortons will introduce a series of collectible trading cards depicting iconic Team Canada moments and host viewing parties in major Canadian cities. A television campaign featuring hockey stars Sidney Crosby, Nathan MacKinnon, Brad Marchand, Sarah Nurse, and Marie-Philip Poulin is also set to be unveiled to enhance the company’s Olympic engagement efforts.