The Tim Hortons Brier will soon be known by a new name, as Curling Canada prepares to find a new title sponsor for the annual men’s championship tournament.

The final tournament under the Tim Hortons name will be in 2023, set to take place in London, Ontario this coming March. Tim Hortons has also stepped aside from its sponsorship of the Canadian Curling Trials, held every four years to determine which teams will represent the country at the Winter Olympics. Curling Canada, the sport’s national governing body, said in its announcement that it would continue to work with Tim Hortons at the youth and community level through regional commitments.

Curling Canada is now “seeking expressions of interest” for a sponsor to take over naming rights for the Brier in 2024, beginning with the tournament’s playdowns, as well as for the Trials.

Tim Hortons has been the title sponsor since 2005, when it took over duties from Nokia and built on sponsorship activities it began in 1996. The company did not respond to questions about why it chose not to renew it partnership by press time.

The coffee chain is also only the fourth brand to have naming rights for the nearly 100-year-old tournament. Nokia took over in 2001 after Labatt was title sponsor for 20 years. The brewer had replaced Macdonald Tobacco, which helped establish the tournament in 1927 – naming it after its Brier brand – and held the rights for 52 years.

This year’s Brier broadcasts were regularly the highest-rated programs on TSN on the nights they aired. The tournament earned an average audience between 346,000 and 475,000 during the course of the opening weekend, growing to 860,000 for the final. An additional 74,238 fans attended in person in St. John’s, though 96,076 fans attended live at the same venue in 2020, just before the COVID-19 pandemic began.

Other Curling Canada sponsors include Kruger (which is the title sponsor of the Scottie’s Tournament of Hearts women’s championship), New Holland, Home Hardware, OK Tire, BKT and PointsBet.