Tim Hortons, often associated with hockey, has secured a new role in sports – as an Olympic sponsor. The coffee chain announced its partnership with the Canadian Olympic Committee, marking their first collaboration. The Chief Marketing Officer of Tim Hortons, Hope Bagozzi, expressed surprise at the delayed union but excitement for the future.
Under the eight-year deal with the Canadian Olympic Committee and a three-year agreement with the Canadian Paralympic Committee, the financial terms were not disclosed publicly. However, both parties highlighted the benefits that the partnership will bring to athletes and fans. Jacqueline Ryan, the COC’s Chief Brand and Commercial Officer, praised Tim Hortons’ marketing capabilities, emphasizing how it will enhance the connection between Canadians and Team Canada.
As part of the agreement, athletes heading to Milan and Cortina for the upcoming Games will have access to Tim Hortons coffee. Meanwhile, back in Canada, customers can expect their hot beverages and Timbits in Olympic-themed packaging, showcasing the national Olympic emblem and designations like “official coffee of the Canadian Olympic team.” Moreover, special promotions will be offered to members of the Tims loyalty program whenever a Canadian athlete secures a gold medal.
Tim Hortons’ Olympic campaign will also include collectible trading cards featuring iconic Team Canada moments, as well as viewing parties in several Canadian cities. A television commercial featuring hockey stars such as Sidney Crosby, Nathan MacKinnon, and Marie-Philip Poulin will be launched to further promote the company’s involvement in the Olympic spirit.