Brad Gushue, skip of Team Canada, takes a shot during a match against Northwest Territories at the Brier in Regina on Monday, March 4, 2024. Meanwhile, Montana has been announced as the official sponsor for the Canadian Curling Trials, set to take place from November 22 to 30 at Scotiabank Centre in Halifax. (THE CANADIAN PRESS/Darryl Dyck)
Montana’s BBQ & Bar has been announced as the title sponsor for the upcoming Canadian Curling Trials, set to take place from November 22-30 at the Scotiabank Centre in Halifax. This event is a crucial moment for Canadian curling, as it will determine which four-player teams will represent the country at the 2026 Winter Olympics in Milan-Cortina, Italy.
The sponsorship announcement was made on Friday night at the opening ceremony of Montana’s Brier at Prospera Place. The decision marks a significant shift in Canadian curling sponsorship, as Montana takes over from Tim Hortons, which previously held the title sponsorship for both the Brier and the trials.
Strengthening a Growing Partnership
Montana’s partnership with Curling Canada is relatively new but rapidly expanding. The brand first joined as an official partner in 2023 and quickly became the title sponsor of the Canadian men’s curling championship in 2024. Now, with its involvement in the trials, Montana is deepening its investment in the sport.
Curling Canada’s chief executive officer, Nolan Thiessen, expressed enthusiasm about the sponsorship. “We couldn’t be more thrilled to strengthen our collaboration with Montana’s and expand their support to the trials. We share the same goal of elevating curling and making these events even better,” he said in a statement.
For Montana, this sponsorship is more than just a business move—it’s about fostering a deeper connection with Canadian sports fans. The restaurant chain, known for its hearty barbecue meals, sees curling as a natural fit for its brand, given the sport’s deep-rooted history in Canadian culture. By sponsoring high-profile events like the trials, Montana aims to reach an even broader audience.
A New Chapter for Canadian Curling
With Montana’s taking over the sponsorship, the Canadian Curling Trials are set to receive a fresh wave of energy and promotion. This change could bring new marketing opportunities, fan engagement initiatives, and an overall event visibility boost.
Curling has long been a staple in Canadian sports, and the trials serve as one of the most important competitions leading up to the Olympics. The event will showcase the country’s top talent, as teams battle to represent Canada on the world’s biggest stage.
The transition from Tim Hortons to Montana’s as the title sponsor signals a shift in how corporate brands view their association with curling. While Tim Hortons was a longtime supporter, Montana is stepping in with a renewed focus on making the sport more engaging for fans.
As excitement builds for the trials in Halifax, curling enthusiasts can expect an electrifying competition, backed by a sponsor that is eager to leave its mark on the sport. With Montana at the helm, the 2024 Canadian Curling Trials promise to be a standout event leading up to the 2026 Winter Olympics.
