BKT and one of its Canadian distribution partner OK Tire have entered into a sponsorship agreement with Curling Canada.
BKT Sponsor Curling Canada
The two brands, BKT and OK Tire, will be visible in TV spots, around the rink, on the scoreboard, on the ice sheet, and on the players’ jerseys as well as on merchandising items for the yearly Continental Cup. This year the competition will be named after the two main sponsors becoming “2020 OK Tire & BKT Tires Continental Cup”.
The two companies are also subsponsors of all other Season of Champions events broadcast on tv and viewed by over 13 million spectators in Canada. These include other six championships organized by Curling Canada.
The 2020 OK Tire & BKT Tires Continental Cup is the championship with one of the largest international audience promoted by Curling Canada taking place from January 9 to 12, 2020 at the Sports Center at Western Fair District in London, Ontario with six Canadian teams and six European teams will challenge each other in a four-day-lasting competition.
BKT and OK Tire’s decided to sponsor the event as a strategic choice to stay closer to their users. With around 50% of Canadian curling fans being farmers, i.e. users of BKT products, the companies saw it as a no-brainer.
By means of this sponsorship, BKT and OK Tire are focusing on increasing brand awareness. Some of the data surrounding the curling championships show the possible audience that the companies are looking to tap into: The 2019 Pioneer Hi-Bred World Men’s Curling Championship, for instance, reached a global audience of over 108 million people thanks to 1,700 TV and online broadcasts in over 48 markets and a total tv and streaming media coverage of 2,040 hours.
This data was even topped by the LGT World Women’s Curling Championships which reached an even larger audience of over 147 million people worldwide and a total of 3,049 broadcast hours.
“We are enthusiastic about this new partnership," Mr. Rajiv Poddar, Joint Managing Director of BKT states.
He continued, “Curling is a very popular sport in Canada gaining increased attention everywhere in the world, ensuring top visibility especially during the Continental Cup!”
“We are glad and excited to welcome BKT to the family of Curling Canada’s partners,” replies Katherine Henderson, Managing Director of Curling Canada.