Customers of Canadian Tire and Tim Hortons will soon be able to link their loyalty cards to rack up rewards with both iconic Canadian brands.

Canadian Tire Corp. Ltd.

announced on Sept. 15 a collaboration with

Tim Hortons

that will allow customers to earn points, known as Canadian Tire Money, on eligible Tim Hortons purchases, alongside the points they already earn at the coffee chain.

“Tim Hortons and Canadian Tire are two of the country’s most recognized and beloved brands and we’re thrilled to join forces to bring even more value to Canadians,” said Darryl Jenkins, executive vice-president at Canadian Tire.

The loyalty partnership connecting Canadian Tire’s Triangle Rewards with Tim Horton’s Tims Rewards is set to launch later in 2026.

“We’re excited to give Canadians even more value on their daily Tims run through this partnership with Canadian Tire,” said Tim Hortons chief marketing officer Hope Bagozzi.

Holders of Canadian Tire’s Triangle Mastercard who link accounts will receive more points when shopping at Tim Hortons locations.

Tim Hortons is the fourth marquee Canadian brand to partner with Canadian Tire’s Triangle Rewards program. Petro-Canada,

Royal Bank of Canada

(RBC) and

WestJet Airlines Ltd.

are already part of the loyalty program.

Canadian Tire says its Triangle Rewards has nearly 12 million members and is one of Canada’s largest loyalty programs.

Canadian Tire’s other banners, Party City and PartSource, Mark’s, SportChek, Hockey Experts, Sports Experts and Atmosphere, and Pro Hockey Life, are all under Triangle Rewards loyalty program.

The company did not say if Tim Rewards can be earned through purchases at Canadian Tire stores. Similar partnerships like the one with Petro-Canada only allows earning of “Canadian Tire Money” through purchases at Petro-Canada, Gas+ and Essence+ locations but not the other way around, i.e. earning or redeeming Petro-Points at Canadian Tire stores.

Canadian Tire has been making moves to cement the “Canadianness” of its brand.

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In May

, following the closure of Hudson’s Bay Co., Canadian Tire announced that it will be the new home of the iconic HBC brands and other intellectual property of Canada’s oldest retailer. Its $30-million purchase includes the HBC Stripes and various company names, logos, designs, coat of arms and brand trademarks.

Hudson’s Bay, the 355-year-old company that predates the founding of the Dominion of Canada, filed for bankruptcy and began liquidating most of its stores in March.

• Email: dpaglinawan@postmedia.com