Montana’s BBQ & Bar was named today as title sponsor of the Brier, the Canadian men’s curling championship.
A video hyping today’s announcement made the rounds the previous day, describing a “smokin’ new partnership.” With nearly 100 locations across the country, Montana’s BBQ & Bar is a Canadian comfort food restaurant known for smoked ribs and Canadian AAA steaks.
The 2024 Montana’s Brier takes place March 1-10 at the Brandt Centre in Regina, only the fourth championship to be hosted in the city in the past 30 years.
Montana’s leaps into curling after Tim Hortons dropped its sponsorship back to the supplier level and is just the fifth sponsor in the long history of the event, which dates back to 1927.
Team Bottcher lead Ben Hebert, a Saskatchewan native, was on hand for the announcement.
“I’ve never been one to shy away from a Montana’s steak so to have them as part of our biggest championship is really good news,” said Hebert.
The sponsorship replaces one Curling Canada signed a year ago with MR MIKES SteakhouseCasual. Another food service sponsor of the Roaring Game is Boston Pizza, a veteran regional supporter in Alberta. Longtime Grand Slam of Curling title sponsor Pinty’s, a frozen food company, appears to be no longer affiliated with the series.
Curling Canada announced the search for a new Brier sponsor at the end of November 2022.