Swiss cheese producer Le Gruyère AOP has extended its title sponsorship deal for the European Curling Championships.
The ongoing 2015 championships in Esbjerg, Denmark and next year’s event in Glasgow, Scotland will officially be known as the Le Gruyère European Curling Championships.
Le Gruyère has also agreed a deal to become the official main sponsor of next year’s World Men’s Curling Championship, which will take place from April 2-10 in Basel, Switzerland.
As part of the agreement, the company will be involved in promotional activities at both events and will receive prominent on-site advertising. Curling fans will also be given the chance to sample Le Gruyère products at matches.
Le Gruyère’s logo will appear on the upper arm of each team competing at this year’s and next year’s European Championships. It will receive further exposure through the event’s logo and via television coverage of the event provided by pan-regional broadcaster Eurosport.
“With our home base in Switzerland, this association gives us a great opportunity to support the event all over Europe and emphasise the unique Swiss appeal of the brand,” Phillippe Bardet, director of Le Gruyère AOP, said. “Denmark and Great Britain are also important markets for us and we will activate our broad range of rights on-site.”
This year’s European Championships began on Friday and conclude on November 28. The 2016 edition takes place from November 18-26.
The deal was brokered by the Infront Sports & Media agency, exclusive media and marketing partner to the World Curling Federation.