Tim Hortons, known for its association with hockey, has secured a new partnership as an Olympic sponsor this year. The popular cafe chain announced its support for Canada’s national team through its first-ever collaboration with the Canadian Olympic Committee. The decision to join forces surprised even Tim Hortons’ chief marketing officer, Hope Bagozzi, as discussions began months ago. Bagozzi expressed excitement about the partnership, emphasizing the long-awaited alignment between the two iconic Canadian entities.
The agreement spans eight years with the Canadian Olympic Committee and three years with the Canadian Paralympic Committee. While the financial details were not disclosed, both parties highlighted the benefits that the partnership will bring to athletes and fans. Jacqueline Ryan, the COC’s chief brand and commercial officer, emphasized the investment in Team Canada’s success, facilitated by Tim Hortons’ extensive marketing reach that fosters engagement with Canadian supporters.
Athletes heading to Milan and Cortina for the upcoming Games in February and March will have access to Tim Hortons coffee, thanks to the partnership. Additionally, Tim Hortons customers in Canada can expect their hot beverages and Timbit orders to be packaged in Olympic-themed designs, featuring the national Olympic emblem and the tagline “official coffee of the Canadian Olympic team” on the red cups. The Timbit boxes will showcase illustrations of the miniature doughnuts engaging in winter sports like snowboarding, skiing, and bobsledding.
Furthermore, loyal Tim Hortons customers will receive special offers each time a Canadian athlete wins a gold medal, with incentives such as a free 10-pack of Timbits on a minimum $5 purchase. The company’s Olympic initiatives will also include the release of collectible trading cards highlighting iconic Team Canada moments and hosting 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 set to be unveiled as part of the promotional efforts.
