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Tim Hortons may be synonymous with hockey, but this year it won a new sports title: Olympic sponsor.
The cafe giant announced Wednesday it is supporting Canada's national team after signing its first-ever partnership with the Canadian Olympic Committee.
The fact that the two national legends had never teamed up in this way took even Hope Bagozzi, Tims' chief marketing officer, by surprise when the pair began planning the union several months ago.
“It feels like a slam dunk for Tims to support this,” she said. “It's surprising that it's taken so long to get to this point, but we're certainly excited about where we're going.”
This path will be an eight-year agreement with the Canadian Olympic Committee. The Canadian Paralympic Committee's accompanying agreement will run for three years.
Tim Hortons and COC, a nonprofit that generates most of its revenue through marketing, did not disclose the value of their partnership but said the deal would benefit both athletes and fans.
“This is revenue and investment into Team Canada, which then helps athletes on their path to the Olympic podium,” said Jacqueline Ryan, chief brand and chief commercial officer for COC.
“Because Tim Hortons is such a marketing machine, they create so many ways for Canadians to interact with Team Canada that the athletes feel accepted.”
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The agreements will mean that Milan and Cortina-bound athletes, their coaches, support staff and families will have Tims coffee on hand during their stay in Italy for the Games from 6-22 February. The Paralympic Games will take place from March 6 to 15.
Once home, Tims customers will receive hot drinks and Timbit orders in Olympic packaging. The red beverage cups will feature the country's national Olympic emblem and will read “Official Coffee of the Canadian Olympic Team.” Timbit boxes will feature tiny donuts snowboarding, skiing and bobsleighing.
Every time a Canadian athlete earns a gold medal, Tims loyalty program members also receive special offers. The nation's first gold in any sport, both men's and women's hockey, will earn customers a free 10-pack of Timbits with a minimum $5 purchase.
Capping off the company's Olympic efforts will be a new series of trading cards featuring iconic Team Canada moments and parties in Toronto, Montreal, Vancouver and Calgary.
There will also be a television campaign starring hockey stars Sidney Crosby, Nathan MacKinnon, Brad Marchand, Sarah Nurse and Marie-Philippe Poulin.
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