Tim Hortons, known for its association with hockey, has secured a new role as an Olympic sponsor this year. The popular coffee chain announced a partnership with the Canadian Olympic Committee, marking their first collaboration. Hope Bagozzi, Tim Hortons’ chief marketing officer, expressed surprise at the delayed partnership but conveyed excitement about the future.
The agreement entails an eight-year deal with the Canadian Olympic Committee and a three-year commitment to the Canadian Paralympic Committee. While the exact value of the partnership remains undisclosed, both organizations highlighted the benefits it will bring to athletes and fans. Jacqueline Ryan, the COC’s chief brand and commercial officer, emphasized the revenue and support that will aid Team Canada on their Olympic journey.
As part of the collaboration, athletes heading to Milan and Cortina for the Games in February and March will have access to Tim Hortons coffee. Back in Canada, customers can expect their orders to be served in Olympic-themed packaging, with red cups featuring the national emblem and the slogan “official coffee of the Canadian Olympic team.” The Timbit boxes will showcase illustrations of the mini doughnuts engaged in winter sports.
Additionally, Tims loyalty program members will receive special offers every time a Canadian athlete secures a gold medal. To celebrate these victories, customers will be eligible for a complimentary 10-pack of Timbits with a minimum $5 purchase. Tim Hortons will further engage fans through collectible trading cards highlighting iconic Team Canada moments and hosting viewing parties in major cities.
A television campaign featuring hockey stars such as Sidney Crosby, Nathan MacKinnon, Brad Marchand, Sarah Nurse, and Marie-Philip Poulin will complement the company’s Olympic initiatives. The campaign aims to promote Canadian pride and the athletes’ pursuit of Olympic success.