The Globe and Mail reports in its Monday edition that if you've been o a Tim Hortons lately, you've probably noticed that the company has come to play for this month's FIFA World Cup. The Globe's Simon Houpt writes that a few weeks ago, the fast-food giant rolled out a limited-time offering called Tastes of the Globe: four different Timbits inspired by the soccer greats Brazil (lime cheesecake), France (crème brûlée) and Italy (cappuccino), as well as Canada (a birthday-cake-and-popping-candy confection called fireworks); you can wash them all down with a caramel churro Iced Capp that is supposed to bring Mexico to mind. "It's 'game on' at Tims," says the TV spot for the campaign which will also include a TV spot with Canada's Jonathan David in a new Timbits Soccer jersey designed by Adidas. But while Adidas is an official sponsor of the World Cup, Tim Hortons is not; any connection you might make between the company and the global football tournament is entirely up to you. The Tims campaign is part of the long tradition in global sports of ambush marketing, in which companies associate themselves with an event without going to the trouble -- and, more to the point -- massive expense of becoming official sponsors.