The off-highway tyre manufacturer continues its support of Curling events, with sponsorship of the World Women's Curling Championship, helping to maintain ties with its end users.
BKT Celebrates a Successful World Women's Curling Championship
BKT has continued to expand on its partnership with Curling, with a new role as Presenting Sponsors of the LGT World Women’s Curling Championship. Organised by the World Curling Federation, the event was held between 30th April – 9th May at the Canada Olympic Park in Calgary, Canada, with the Swiss team successfully defending their 2019 title.
BKT were also sponsors of the World Men’s Curling Championship, which was also held in Calgary between 2-11 April with Sweden scoring their third consecutive world title. It was an easy choice for BKT to sponsor both events, especially as curling has continued to grow in popularity over recent years.
The World Championships are particularly interesting, as they offer a gateway to the 2022 Winter Olympics in Beijing. The top 6 ranked teams can represent their respective countries at the Olympics. BKT see the sponsorship of the World Championships as a good strategic plan for the company, as the competition not only increases their brand awareness but also helps give BKT a strong presence in Canada, as well as the international countries competing, including in Asia, Europe and the U.S. Whilst the matches were played without an audience, they were broadcasted around the world, with BKT’s brand logo present on the ice-rink, as well as the perimeter wall on numerous hoardings and guardrails.
“It is a pleasure to continue the collaboration with BKT Tyres – notes Katherine Henderson, Chief Executive Officer of Curling Canada – it is great to be able to work in synergy with a company that 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 Ready to Take on the Canadian Market
Noting the strong market potential in Canada, Rajiv Poddar, Joint Marketing Director of BKT said: “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. 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.”
Canada is an important market for the Indian company as 50% of followers of this sport are aged between 35 and 64, while a third of the fans live in the prairies and the province of Alberta, with a peak audience in the rural areas and communities of these territories, which is very much the type of customer able to benefit from BKT products.