How sweep it is.

Swiffer has taken to the ice as an official sponsor of the Capital One Grand Slam of Curling and title sponsor of a Canadian curling team headed by gold medal-winning skip Glenn Howard.

As an official partner of the Capital One Grand Slam of Curling, Swiffer will have logos on the ice, the rink boards and the scoreboards at Grand Slam events. There will also be in-arena promotional opportunities. The deal was handled by athlete, digital media and event sponsorship company iSport Media and Management.

Swiffer’s sponsorship of Team Howard will include featured logo placement and branding on the squad’s uniforms, equipment and website. Howard and his team will also be making promotional appearances at Swiffer events. Howard has been the winning skip of the last four World Cup of Curling tournaments, which is one of the tournaments that make up the Capital One Grand Slam of Curling.

The partnership is a natural fit for a brand and a sport that are both based largely around sweeping, Victoria Maybee, external relations, Procter & Gamble, tells MiC.

‘Our customers saw the connection between curling and Swiffer and they’ve made comments and jokes,’ she says. ‘Swiffer’s quirky and fun, and we thought the fit was right.’