Tim Hortons, known for its association with hockey, has secured a new role as an Olympic sponsor this year. The popular cafe chain announced its support for Canada’s national team after striking its first-ever partnership with the Canadian Olympic Committee. The collaboration took even Tim Hortons’ chief marketing officer, Hope Bagozzi, by surprise as they had not previously joined forces in this manner.
The partnership entails an eight-year deal with the Canadian Olympic Committee and a separate agreement with the Canadian Paralympic Committee lasting three years. While the exact value of the partnership was not disclosed, both parties highlighted that it will provide benefits for athletes and fans alike. Jacqueline Ryan, the COC’s chief brand and commercial officer, emphasized that the collaboration will generate revenue and investments for Team Canada, aiding athletes on their journey to Olympic success.
As part of the agreements, athletes, coaches, support staff, and families headed to Milan and Cortina for the Games from February 6-22 will have access to Tim Hortons coffee. Meanwhile, back in Canada, customers can expect their hot beverages and Timbit orders to be served in Olympic-themed packaging, with red cups featuring the national Olympic emblem and the label “official coffee of the Canadian Olympic team.” The Timbit boxes will showcase illustrations of the miniature donuts engaged in snowboarding, skiing, and bobsledding.
Additionally, Tims loyalty program members will receive special offers whenever a Canadian athlete secures a gold medal, with the first gold in any sport or in men’s or women’s hockey earning customers a free 10-pack of Timbits with a minimum $5 purchase. Tim Hortons will also launch a series of collectible trading cards highlighting iconic Team Canada moments and host viewing parties in Toronto, Montreal, Vancouver, and Calgary. To complement their Olympic initiatives, a television campaign featuring hockey stars Sidney Crosby, Nathan MacKinnon, Brad Marchand, Sarah Nurse, and Marie-Philip Poulin is set to be unveiled.