Havas Play and Bkt Tires Strengthen Partnership with Curling World Championship Deal

The network has facilitated another deal with its long-term partner expanding their presence in Canadian market with a 3-year deal.
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Milan (Italy) – Havas Play continues to hit and roll in the world of sports sponsorships. The network – expert on sports marketing, branded content, influencer marketing, experiential and live activation – has facilitated a new agreement for its longstanding global partner BKT Tires.

BKT, the world leader in industrial and agricultural tires, will expand its commitment to curling by becoming the Title Sponsor of the next three world-championship events staged in Canada, beginning with the 2024 BKT World Women’s Curling Championship.

To partner with such an important event to be held in the northernmost country in the American Continent is a huge achievement for the company, that makes its mark in one of the most popular nation winter sports and in the most broadcasted women’s sport in Canada.

The deal will cover also all the other Curling Canada signature events that form part of the “Season of Champions”, starting with the PointsBet Invitational, scheduled to begin on September 27th, in Oakville, Ontario.

The passion of supporters, the players’ determination and the attention to the communities and to the territory are just few of the values that BKT Tires and Curling Canada share. To match the brand and the right-holders values is always one of the Havas Plays’ goals when working in the sport sponsorship field.

Havas Play and BKT Tires have been working together since 2018. During this period, the brand has committed itself to important title sponsorships across the world, such as the Serie BKT and the Ligue 2 BKT in football, the BKT EuroCup in basketball and the BKT United Rugby Championship. The company has also signed and renewed upscale partnerships with the Rugby World Cup France 2023, LaLiga EA Sports in Spain, the KFC Big Bash League in Australia and the Turkish Airlines EuroLeague.

This is what Havas Play means when talks about meaningfulness: listen to its partner needs, trying to be as innovative as possible in designing an activation plan and finding the right approach for every sport sponsorship. Above all, what fuels this engine called Havas Play is the massive enthusiasm of its players.

Lucia Salmaso, Managing Director BKT Europe: “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. 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”.

Edoardo Alzetta, Head of Sport Havas Play: “Our enduring partnership with BKT Tires is a testament to our shared commitment to evolving in the dynamic world of sports. As we embark on this new chapter together, the mutual desire to grow continues to fortify the bond between Havas Play and BKT, enhancing our synergy day after day, year after year, and deal after deal”.


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