SiriusXM Canada Expands Tim Hortons Promotion with In-Car Satellite Subscriptions
Event summary
- SiriusXM Canada is offering six months of free in-car satellite subscriptions or app streaming as part of Tim Hortons' 2026 Roll Up To Win® contest.
- Five exclusive VIP experience packages, including travel and event access, are also available as prizes.
- The promotion launches on February 23, 2026, and expands beyond last year's app-only offer.
- SiriusXM will activate its brand across Tim Hortons packaging, social media, and influencer content.
- This is SiriusXM Canada's fourth consecutive year participating in the Tim Hortons promotion.
The big picture
SiriusXM Canada's expanded partnership with Tim Hortons reflects a strategic push to integrate its in-car satellite service with everyday consumer touchpoints. This move aligns with broader industry trends of audio entertainment providers leveraging quick-service restaurant partnerships to drive subscriber growth and brand loyalty. The inclusion of VIP experiences underscores SiriusXM's commitment to differentiating its offering in a competitive Canadian media landscape.
What we're watching
- Customer Acquisition
- How effective the Tim Hortons partnership will be in converting contest winners into long-term SiriusXM subscribers.
- Brand Engagement
- Whether the expanded in-car offering and VIP experiences will enhance SiriusXM's brand perception among Canadian consumers.
- Promotional ROI
- The pace at which SiriusXM can measure and optimize the return on investment from this multi-channel promotional campaign.
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