The Canadian Curling Association (CCA) today announced that Tim Hortons has renewed its agreement as title sponsor of the Brier (Canadian men’s curling championship) through 2014.
In addition, the four-year agreement includes sponsorship of the 2013 Tim Hortons Canadian Curling Trials Roar of the Rings, which will determine Canada’s representatives for the 2014 Olympic winter Games in Sochi, Russia.
“The Canadian Curling Association is proud to be in a position to formally announce that we are continuing our comprehensive partnership with Tim Hortons for the next quadrennial,” declared the CCA’s Chief Executive Officer, Greg Stremlaw. “Tim Hortons is a cornerstone within the sport of curling and has now aligned itself with two of the most significant curling properties in the world, the Tim Hortons Brier and the Tim Hortons Canadian Curling Trials – Roar of the Rings.”
“Tim Hortons and curling share a rich history and we are proud to not only support the game at a national level but also at a grassroots level,” said Bill Moir, Chief Brand and Marketing Officer, Tim Hortons. “The CCA is a world-class organization and we look forward to being a part of their family for years to come.”
The 2011 Tim Hortons Brier will be staged at the John Labatt Centre in London, Ontario, March 5-13, while the 2012 Tim Hortons Brier will be held in Saskatoon at the Credit Union Centre, March 3-11.
The 2013 Tim Hortons Canadian Curling Trials Roar of the Rings will be played December 1-8 at a site to be announced in the next couple of months.
The Brier has always drawn excellent television viewership numbers, but last year it registered record ratings, according to TSN.
The 2010 Tim Hortons Brier final in Halifax in Eastern prime time attracted a record average minute audience of 1.6 million viewers, the highest ever for a non-Olympic Games curling broadcast on Canadian television.
In addition, the telecast peaked at 2.5 million viewers late in the game, as Alberta’s Kevin Koe battled Ontario’s Glenn Howard for the Canadian title.
Tim Hortons became the title sponsor of the Brier in 2005, when it was held in Edmonton and attracted a record crowd of 281,985.
Since then, the Brier has been staged in Regina, Hamilton, Winnipeg, Calgary and Halifax. The 2005 Tim Hortons Canadian Curling Trials were held in Halifax, while the 2009 edition took place in Edmonton.