Curling Canada seeking expressions of interest for Title Sponsorship of the Brier
With an average audience reach of 6.5 million over the course of the 10-day tournament, more than 70 hours of national broadcast coverage, and an average minute audience for the gold-medal final that can exceed 1 million viewers, the Brier is amongst the most highly coveted and valued sport properties in Canada.
Curling Canada announced today that it is seeking expressions of interest for the exciting opportunity to become the Title Sponsor for the Brier, starting in 2024.
“We thank Tim Hortons for its longstanding commitment to promoting curling in Canada and after the 2023 Brier – scheduled for March 3-12 at Budweiser Gardens in London, Ont. – we will continue to work with Tims on supporting the sport at the youth, grassroots and community level through regional marketing and sponsorship commitments,” said Katherine Henderson, Chief Executive Officer of Curling Canada.
“We’re excited to begin the process of searching for a new partner to be the Title Sponsor for the Brier, the world’s most famous and iconic national curling championship, starting in 2024.”
Tim Hortons first sponsored the Brier in 2005 and had been a partner with Curling Canada since 1996. Tims has made significant contributions to the sport and helped build the Brier into the No. 1 curling property in the world, said Henderson. Tim Hortons also served as the Title Sponsor for the Canadian Curling Trials in 2005, 2009, 2013, 2017 and 2021 — the events that determined Canada’s four-player curling teams for the Winter Olympics.
“For the past 20 years, Tim Hortons and our restaurant owners have been proud to support Curling Canada and sponsor this iconic and world-class sporting event in Canada,” said Hope Bagozzi, Chief Marketing Officer, Tim Hortons. “And we look forward to continuing to introduce the game to new curlers and support curling programs in communities all across Canada.”
Since the event’s inception in 1927, the Brier has been associated with just four sponsors — Macdonald Tobacco, Labatt Breweries, Nokia and Tim Hortons — and the 2024 Brier represents a major opportunity for a new sponsor to align itself with one of Canada’s marquee sporting events.
Curling Canada is supported in part by our National Partners including – Tim Hortons, Kruger Products, Home Hardware, New Holland, BKT Tires and OK Tire, PointsBet Canada, AMJ Campbell, Nutrien Ag Solutions, Great Western Brewing Company, Pharmasave, Mr. Mikes SteakhouseCasual and Days Inn.
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