Le Gruyère extend European title sponsorship and become World Men’s sponsor

  • Photo: WCF / Richard Gray

The World Curling Federation and its exclusive media and marketing partner, Infront Sports & Media have confirmed today (Friday 20 November) that Le Gruyère AOP will continue as the title sponsor of the European Curling Championships until 2016’s event in Braehead, Scotland.

The partnership between the World Curling Federation and Le Gruyère has also been expanded to include the World Men’s Curling Championship 2016, in Basel, Switzerland, where Le Gruyère will be main sponsor for the event between 2-10 April.

World Curling Federation President, Kate Caithness, said: “Le Gruyère has become synonymous with the European Curling Championships since they first joined the curling family in 2002.

“Even more pleasing than extending the relationship we have with Le Gruyère for the European Curling Championships is to expand this partnership to one of the World Curling Federation's flagship events, the World Men's Curling Championships. There is no better time to do this, with the next edition of the World Men's Curling Championships taking place in Switzerland, Le Gruyère's home.”

Le Gruyère will benefit from a consistent association with the events by initiating various promotional and activation tactics across both the European Curling Championships and the World Men’s Curling Championship. The rights portfolio includes on-site branding in prominent positions such as under the ice, on perimeter boards and scoreboards. Furthermore, Le Gruyère AOP will display advertising spots on the video cubes/screens in the arena, benefit from a hospitality contingent and chance to sample the product to consumers.

Specifically, as official title sponsor of the European Curling Championships for 2015 and 2016, Le Gruyère AOP will benefit from player advertising – with their brand logo featured on the upper arm of each team’s kit. The brand will also be integrated into a composite logo for the event and through the TV inventory on Eurosport, exposure across 75 billboards and 25 TV spots will further help to bolster brand and event alignment with audiences worldwide. In 2014, the European Curling Championships recorded a cumulative audience of 26 million viewers from 141 hours of coverage with figures anticipated at a similar level this year.

Philippe Bardet, Director of Le Gruyère AOP, said: “There is an excellent fit between curling and Le Gruyère AOP Switzerland, which is why we have supported this sport for so many years. 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. Denmark and Great Britain are also important markets for us and we will activate our broad range of rights on-site.”

Bruno Marty, Executive Director Winter Sports, said: “It is always a great sign if the collaboration with a long-term partner can be prolonged and even expanded, as is the case with Le Gruyère for curling.

“Acting as title sponsor for the 14th time, the brand has been accompanying the sport on its positive development and will benefit from a continued presence on the way to the 2018 Winter Olympics. With the World Men’s Curling Championship 2016 being staged in Switzerland, Le Gruyère AOP will also star at the most widely perceived WCF event, hosted in its home market.”

The Le Gruyère European Curling Championships 2015 will take place from 20 to 28 November in Esbjerg, Denmark with the World Men’s Curling Championship 2016 hitting the ice from 2 to 10 April in Basel, Switzerland.