Tim Hortons, known for its association with hockey, has secured a new role in sports as an Olympic sponsor this year. The popular cafe chain announced on Wednesday its partnership with the Canadian Olympic Committee, marking their first collaboration. Hope Bagozzi, Tim Hortons’ chief marketing officer, expressed surprise at the delayed union between the two iconic Canadian entities but conveyed excitement for the future.
The partnership entails an eight-year agreement with the Canadian Olympic Committee and a three-year deal with the Canadian Paralympic Committee. While the exact value of the collaboration was not disclosed, both parties emphasized that the alliance will provide benefits to athletes and fans. Jacqueline Ryan, the COC’s chief brand and commercial officer, highlighted the significance of Tim Hortons’ marketing prowess in enhancing Canadians’ engagement with Team Canada, creating a sense of support for the athletes.
As part of the agreements, athletes, coaches, and support personnel heading to Milan and Cortina for the upcoming Games will have access to Tim Hortons coffee. Additionally, back in Canada, Tim Hortons customers can expect their hot beverages and Timbits in specially designed Olympic-themed packaging featuring the national emblem of the Canadian Olympic team.
Customers enrolled in the Tims loyalty program will receive special offers each time a Canadian athlete secures a gold medal, with incentives for the first gold in any sport and in men’s or women’s hockey. Tim Hortons will also introduce collectible trading cards showcasing iconic Team Canada moments and host viewing parties in several cities. Furthermore, a television campaign featuring hockey stars such as Sidney Crosby, Nathan MacKinnon, and Marie-Philip Poulin will be launched to complement the company’s Olympic initiatives.