Days Inn Canada is the latest sponsor to sign on with Curling Canada as a partner for the 2019-2020 season.

Ally Wesson, senior director of marketing with Days Inn Canada, tells MiC the hotel chain is getting more serious about sports sponsorships as it looks to bring its brand top-of-mind among new consumer groups.

This is only the second year of sports partnerships for Days Inn Canada, and the first time it’s partnered with Curling Canada. Last year, it signed on with the Canadian Hockey League (CHL). Wesson wouldn’t give results on the impact of the CHL sponsorship but says the brand deemed it to be a great success.

“We thought about what other winter sports specifically would make a great fit for our brand,” she says. “Curling is very near and dear to Canadians’ hearts.”

Curling fans, she says, “could really become new customers” to the chain. It gives them a chance to bring in “a new sports audience besides just the hockey cohort.”

Day’s Inn worked directly with Curling Canada on the sponsorship. The first two activations will take place at the Scotties Tournament of Hearts and the Tim Hortons Brier. The Days Inn brand will appear on LED-animated rinkboards at the tournament, as well as web presence and print advertising with a 15-second TV spot that will air on TSN.

Wesson says there are plans for on-site activations and a more active brand presence at the tournament itself, although details are still being worked out. She says it is looking to “get something that will attract fans like games and contesting, probably a prizing element as well.”

Other Curling Canada partners this season include Home Hardware, OK Tire, BKT Tires, Scotties and Tim Hortons.