361º confirmed as title sponsor of World Men’s Curling Championship 2018

  • © WCF / Richard Gray

361°, the international supplier of shoes and sports goods - www.361usa.com - has signed up as the official title sponsor of the World Men's Curling Championship 2018, which will be held in Las Vegas from 31 March to 8 April.

The deal was brokered by Infront, the rights holder for the event and the exclusive media and marketing partner of the World Curling Federation. The agreement further strengthens the ongoing engagement of 361° in first-class curling events. 361º have been a partner of the World Curling Federation since 2011 and current clothes supplier of the Swedish women's and men's national teams.

The announcement represents a milestone for the brand as it is the first time that a major curling event will feature a Chinese title sponsor outside of China.

Kate Caithness, President of the World Curling Federation, said: "We are delighted to welcome 361º as the title sponsor of the World Men’s Curling Championship 2018, particularly in their first curling venture outside of China. 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 361º’s support.”

The agreement comes at a great time for 361° thanks to the broad exposure that they enjoyed at the Olympic Winter Games PyeongChang 2018. All staff members, officials, including umpires, and the World Curling Federation Board were supplied with 361° clothing, generating extensive visibility for the Chinese brand throughout the tournament.

Besides the great international exposure, 361° will further strengthen its position in the local market thanks to the event being broadcasted on Chinese television. China Central Television (CCTV) will guarantee a minimum of 35 hours coverage for the competition. In addition to this, CCTV will provide live coverage of all medal games as well as all Chinese team games.

Not only will all the players and coaches be wearing 361° team advertising for the whole tournament, but the title sponsorship also provides for an extensive in-arena exposure. The Orleans Arena, which can count on a full capacity of 4,600, will feature 361° branding under ice in front of each house, on the scoreboards and perimeter boards. Other benefits granted to 361° through the agreement include a 30-second TV-spot to be featured on the official video screen in the arena, promotional activities, activation initiatives and VIP events on site.
Finally, the 361° logo will be integrated on the official World Curling Federation and event website, including all event related materials.

Jun Ling, General Manager of 361° Brand Department, added: "We are honoured to be the title sponsor of such a great event. 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 World Curling Federation to increase the popularity of the sport in China thanks to the guaranteed TV-coverage and the strong exposure that this agreement offers."

Bruno Marty, Director of Winter Sports at Infront concluded: "We are delighted to have found a Chinese sponsor that is already strongly involved in curling. Figures show that curling is growing at a fast rate in China and all over the world and we are proud – through our expertise in winter sports and our Chinese network – to be contributing to the growth of Chinese sport with a special outlook on the 2022 Beijing Winter Olympic Games."

To engage with the World Curling Federation on social media in the build to the World Men's Curling Championship 2018 follow it on Twitter, Instagram (@worldcurling) and Facebook (/WorldCurlingFederation) and use the hashtags when posting: #WMCC2018 #curling