Sponsorship of the Women's World Championship comes in addition to BKT's Title Sponsorship of the World Men's Curling Championship. This was held in Calgary from 2 to 11 April and saw the Swedish team win the world title for the third time running. The choice to be a partner of these two international competitions is no coincidence: in recent years, the number of curling enthusiasts has grown significantly worldwide.

In addition, both the men and women's curling World Championships offer for the teams from all continents the gateway to the 2022 Winter Olympics in Beijing. The top 6 ranked teams can represent their respective countries at the Olympics.

An important sporting goal for the participants and a strategic goal for BKT too. The company, through these competitions, aims to increase brand awareness and to focus on its target audience not only in Canada, but also in the countries represented in the championships in Asia, Europe and the United States.

All the matches in the championship, for safety reasons, will be held behind closed doors, but nonetheless they will be broadcast internationally, thus bringing BKT to screens worldwide. As Presenting Sponsor, the BKT brand will be present on the ice-rink and on the perimeter wall on numerous hoardings and guardrails.

“This partnership lets us provide even more support for the wonderful sport of Curling. We share the same values,  as a company and now as a sponsor– explains Rajiv Poddar, Joint Managing Director at BKT – This sport lets us also reach our end users not only in the field, but through their hobbies and sporting passions, too. There are various supporters of this sport who live in rural and agricultural areas in Canada: a potential pool for BKT and its business.”

In fact, in Canada, an important market for the Indian Group, 50% of followers of this sport are aged between 35 and 64, while a third of the fans live in the prairies and in the province of Alberta, with peak audience in the rural areas and communities of these territories, thus involving a key target for BKT.

“It is a pleasure to continue the collaboration with BKT Tires - notes Katherine Henderson, Chief Executive Officer of Curling Canada – it is great to be able to work in synergy with a company which really believes in the value of Curling and its male and female athletes. A big thank-you also from the teams and all the fans and supporters of this sport.”