Chinese sportswear brand 361° has been named as the title sponsor of the upcoming World Men’s Curling Championship.
The event will be held at the Orleans Arena in the US city of Las Vegas from March 31 to April 8. It will mark the first time that a major curling event outside of China has been title sponsored by a Chinese company.
The agreement with 361° was brokered by the Infront agency, the rights-holder for the event and the exclusive media and marketing partner of the World Curling Federation.
As part of the deal, all players and coaches will wear 361° clothing, while the company will also benefit from extensive brand exposure at Orleans Arena.
Branding will feature under ice in front of each house, on the scoreboards and on perimeter boards. A 30-second television spot will also be provided to 361° on the official video screen in the arena, along with promotional activities, activation initiatives and on-site VIP events. In addition, the 361° logo will be integrated on the official WCF and event website, and other event-related materials.
The company has been a partner of the WCF since 2011 and is the current clothes supplier of the Swedish men’s and women’s national teams, which won silver and gold, respectively, at the recent winter Olympic Games in Pyeongchang.
Kate Caithness, president of the WCF, said: “The exposure our sport received at the Olympic winter Games was second to none and we are convinced we can capitalise on the new and renewed interest with 361°’s support.”
Jun Ling, general manager of 361° brand department, added: “Curling has always been an important sport in our portfolio, being partner of the World Curling Federation since 2011. We are excited to work alongside the WCF to increase the popularity of the sport in China thanks to the guaranteed TV-coverage and the strong exposure that this agreement offers.”