BKT signs on for curling through to 2026
By Adam FreillEquipment Leadership
Tire manufacturer to continue to be the title sponsor of upcoming three world championships to be held in Canada, extending deal to at least 2026.
Citing the positive values spread through healthy competition and sport, BKT announced that the company has signed a three-year agreement that will continue its support of the World Curling Championships. The industrial and agricultural tire manufacturer confirmed its support for Curling Canada and the World Curling Federation as title sponsor of the upcoming three world championships to be held in Canada, starting with the 2024 BKT World Women’s Curling Championship, scheduled for March at Centre 200 in Sydney, N.S. Curling is the most broadcasted women’s sport in Canada.
BKT Tires became first involved in curling as a co-sponsor of the 2020 Continental Cup of Curling and since then has been actively engaged in international curling events each year, including sponsoring the 2021 and 2023 Men’s World Championships and the 2022 Women’s World Championships.
The company offers a wide range of off-highway tires specifically designed for vehicles in the agricultural, industrial, earthmoving, mining, ATV and gardening sectors. The brand enjoys a high level of visibility worldwide, partly due to a wide array of sports sponsorships.
“In the world of curling, where precision and performance meet on ice, BKT is proud to be the driving force behind a league that unites fans around the world,” stated Rajiv Poddar, joint managing director of BKT Tires. “Our commitment to curling aligns with our faith in the power of sport to promote positive values and bonds within society. We are longingly expecting many more exciting moments on ice and a bright future alongside the passionate curling community.”
“When thinking of Canada, the first things that come to my mind are its vast landscapes, friendly people and, of course, world-class curling. BKT’s relationship with Curling Canada is not new, and today I am really excited to say that our partnership is not only going strong, but it is getting even stronger,” added Lucia Salmaso, managing director at BKT Europe. “We are extending our support as title sponsor for the three upcoming world championships right here in Canada, and our journey will start with the 2024 BKT Women’s World Curling Championship.”