Tim Hortons, known for its association with hockey, has taken on a new role this year as an Olympic sponsor. The renowned cafe chain announced its support for Canada’s national team following its inaugural partnership with the Canadian Olympic Committee. The collaboration, which surprised even Tim Hortons’ chief marketing officer, Hope Bagozzi, was established several months ago.
The partnership entails an eight-year agreement with the Canadian Olympic Committee, alongside a three-year deal with the Canadian Paralympic Committee. While the exact value of the partnership remains undisclosed, both parties emphasized that it will provide benefits to athletes and fans. Jacqueline Ryan, the COC’s chief brand and commercial officer, highlighted the significance of the partnership in generating revenue and supporting Team Canada’s athletes on their journey to the Olympic podium.
Athletes bound for Milan and Cortina will have access to Tim Hortons coffee during the February 6-22 Games in Italy, with a similar provision for the Paralympics scheduled for March 6-15. Tim Hortons customers in Canada can anticipate receiving their hot beverages and Timbits in Olympic-themed packaging, featuring the national Olympic emblem on red beverage cups and sport-themed designs on Timbit boxes.
Additionally, Tims loyalty program members will receive special offers each time a Canadian athlete secures a gold medal, such as a free 10-pack of Timbits with a minimum $5 purchase for the first gold in any sport or in men’s or women’s hockey. The company’s Olympic initiatives will also include collectible trading cards showcasing iconic Team Canada moments and hosting viewing parties in Toronto, Montreal, Vancouver, and Calgary. A television campaign featuring hockey stars like Sidney Crosby, Nathan MacKinnon, and others is set to be launched.
In conclusion, Tim Hortons’ partnership with the Canadian Olympic and Paralympic Committees marks a significant step in supporting Canadian athletes and engaging fans across the country.