Swiss Chalet sweeps up title sponsorship of national curling event

The Cara Foods-owned franchise takes title sponsorship of one of the events, now called the Swiss Chalet National, in the Capital One Grand Slam of Curling.

Swiss Chalet has expanded its sponsorship involvement with the Capital One Grand Slam of Curling with an eve-of-tournament annoucement that it has taken over title sponsorship of the National, one of four events that make up the Grand Slam.

Now named The Swiss Chalet National, the event, starting tonight in Guelph, ON, has been held since 2001-02 and attracts some of the biggest players in the game, such as Canuck team captain, curling star Kevin Martin. The last three games of the series will be aired live on CBC on Jan. 9 and 10. The international competition has significant buzz behind it this year as one of the last major events before the 2010 Olympic Games in Vancouver.

Swiss Chalet was named the ‘official casual dining sponsor’ of the tournament in early December, a deal that included several online promotions, such as a contest called ‘Double Takeout’ for restaurant gift certificates that will be promoted during the event’s live airing on CBC.

‘We’re thrilled to extend our partnership with Swiss Chalet to include title sponsorship of The Swiss Chalet National,’ said Kevin Albrecht, CEO, iSport Media and Management, in a release. ‘Over the past nine years, the growth and popularity of the Capital One Grand Slam of Curling series has increased dramatically, and we are looking forward to another outstanding tournament this week in Guelph.’

Curling draws big TV audiences in Canada – one of the most curling-mad countries in the world. Recently TSN’s airing of the Tim Horton’s Roar of the Rings (in which Canada qualified for the Games) drew 1.2 million viewers. It was the highest curling audience ever recorded for TSN, the sportscaster said.