Tim Hortons, known for its association with hockey, has secured a new sports partnership as an Olympic sponsor this year. The popular cafe chain announced its support for Canada’s national team by entering into its first-ever collaboration with the Canadian Olympic Committee. The decision to join forces surprised Hope Bagozzi, Tim Hortons’ chief marketing officer, who expressed excitement about the partnership’s potential despite the delay in materializing it.
Under an eight-year agreement with the Canadian Olympic Committee and a three-year deal with the Canadian Paralympic Committee, the exact value of the partnership remains undisclosed. However, both organizations emphasized that the collaboration will bring benefits to athletes and fans. Jacqueline Ryan, the COC’s chief brand and commercial officer, highlighted the financial support from Tim Hortons as crucial for Team Canada’s success.
Athletes heading to Milan and Cortina for the upcoming Winter Games will enjoy Tim Hortons coffee, along with their support staff and families. Meanwhile, customers back home can expect their hot beverages and Timbits in special Olympic-themed packaging, featuring the national Olympic emblem and the tagline “official coffee of the Canadian Olympic team.” Moreover, every gold medal won by a Canadian athlete will unlock special offers for members of the Tims loyalty program.
To further engage with the Olympic spirit, Tim Hortons plans to introduce collectible trading cards showcasing iconic Team Canada moments and host viewing parties in major Canadian cities. Additionally, a television campaign featuring hockey stars like Sidney Crosby, Nathan MacKinnon, and Marie-Philip Poulin will be launched to amplify the company’s involvement in the Olympic celebrations.