Tim Hortons, known for its association with hockey, has secured a new role as an Olympic sponsor this year. The renowned cafe chain announced its partnership with the Canadian Olympic Committee, marking their first collaboration ever. The unexpected nature of this union surprised Hope Bagozzi, Tim Hortons’ chief marketing officer, as discussions began several months ago.
The partnership entails an eight-year deal with the Canadian Olympic Committee and a three-year agreement with the Canadian Paralympic Committee. While the exact value of the partnership remains undisclosed, both parties emphasized that the collaboration will provide benefits to athletes and fans. Jacqueline Ryan, the COC’s chief brand and commercial officer, highlighted the financial support as an investment in Team Canada’s success.
Athletes heading to Milan and Cortina for the upcoming Games will have access to Tim Hortons coffee, along with their support teams and families. Additionally, Tim Hortons customers can expect to receive their hot beverages and Timbit treats in packaging featuring Olympic themes. The red cups will showcase the national Olympic emblem and the slogan “official coffee of the Canadian Olympic team,” while the Timbit boxes will display images of snowboarding, skiing, and bobsledding.
Furthermore, loyal Tim Hortons customers will receive special offers each time a Canadian athlete secures a gold medal during the Olympics. To celebrate these victories, customers can enjoy a free 10-pack of Timbits with a minimum $5 purchase. The company’s Olympic initiatives will also include the release of collectible trading cards featuring iconic Team Canada moments and hosting viewing parties in major cities across Canada. Additionally, a television campaign featuring hockey stars Sidney Crosby, Nathan MacKinnon, Brad Marchand, Sarah Nurse, and Marie-Philip Poulin is set to be launched.
Overall, Tim Hortons’ partnership with the Canadian Olympic and Paralympic Committees aims to support athletes on their journey to success while engaging fans across the country in the spirit of the Games.