BKT becomes LGT World Women’s Curling Championship presenting sponsor

BKT has become presenting sponsor of the LGT World Women’s Curling Championship. Contested on 30 April at the Canada Olympic Park in Calgary, Canada, the World Curling Federation event is the second to receive BKT sponsorship; the OTR and agricultural tyre manufacturer was the title sponsor of the World Men’s Curling Championship in Calgary between 2 and 11 April. BKT said the number of curling enthusiasts has grown significantly worldwide over the last two years and the sport is particularly popular in key markets for the brand, like Canada’s rural population.

BKT said the events assist its efforts to attain strategic goals via increased brand awareness, especially in countries represented in the championships in Asia, Europe and the United States. Matches on 30 April will be held behind closed doors, but will be broadcast internationally, 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 Canada, an important market for the Indian Group, 50 per cent 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.”

BKT Tires on the ice at the Continental Cup 2020 (Picture: Curling Canada / michael burns photo)