When it comes to sport, nothing can stop BKT, one of the major global Off-Highway tire manufacturers. Together with one of its Canadian distribution partners, OK Tire, the Group has renewed a sponsoring agreement with Curling Canada, a long-established association governing the national championships in this sport.
The two brands, BKT and OK Tire, will be visible in TV spots, around the rink, on the scoreboard, on the ice sheet, and on the players’ jerseys as well as on merchandising items for the 2021 world men’s championship, which will be named after the two main sponsors becoming 2021 BKT Tires & OK Tire World Men’s Curling Championship, which is scheduled for April 3-11 at the Markin MacPhail Centre at WinSport’s Canada Olympic Park in Calgary — part of Curling Canada’s recently announced hub city series of events.
Last year the two companies gave their names to the 2020 OK Tire & BKT Tires Continental Cup, that has unfortunately been cancelled in 2021 due to the COVID-19 pandemic. BKT Tires and OK Tire want be involved with the sport and with Curling Canada, and the world men’s championship is the perfect opportunity to show their support.
The reasons for BKT and OK Tire’s choice to sponsor this event are quite evident. Not only do they lie in the passion for sport and its positive values shared by the two companies, it is also a strategic choice to stay closer to their users: around 50% of Canadian curling fans are farmers, i.e. users of BKT products. It is the most popular sport of all operators in the farming sector.
“We are very glad to renew this new partnership,” Mr. Rajiv Poddar, Joint Managing Director of BKT states – “Curling is a very popular sport in Canada gaining increased attention everywhere in the world. At BKT, we love sport and support many initiatives worldwide. We truly believe that sport reflects our values such as fair play, team spirit and commitment. We are really looking forward to the start of this new adventure.”
“We are excited once again to partner with Curling Canada and OK Tire,” said Alan Eskow, Vice-President of BKT Tires Canada Inc. “Despite the current global situation, it is great that we can still bring the world together through sports, and especially curling. Good luck to all the countries involved for a safe, healthy and awesome World Championship.”
“As a proud Canadian company, the team at OK Tire shares Canadians’ passion for the game of curling, and cherishes the unifying power the sport has in bringing communities together, as we cheer for our Canadian teams.” said Jim Caldwell, President and CEO, OK Tire.
“We’ve built a wonderful relationship in a short time with BKT Tires and OK Tire,” said Katherine Henderson, Chief Executive Officer of Curling Canada. “Our partners have been truly supportive of our ambitions of staging our Season of Champions events in Calgary, and we couldn’t be more thankful, and I know curling fans are grateful as well.”
From the adrenalin-pumping thrill of Monster Jam, which the company has been sponsoring as Official and Exclusive Tire Manufacturer for a long time, to the millimetrically precise strategies in Curling – BKT has an unequalled reputation when it is about moving within the world of international sport. Sport stands for both competition and happiness. This is why sponsoring sport goes beyond marketing. Yet, it is a unique and distinctive way to convey the company values embracing a new community.
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