Partnership with New Holland extended into second decade

A longtime business partner of Curling Canada and supporter of youth curling will continue in both of those roles through the 2026-27 season, it was announced today by Curling Canada.

New Holland, a world leader in the manufacturing and selling of agricultural and construction equipment, will continue as the title sponsor of the Canadian Under-20 Women’s and Men’s Curling Championship for the next three seasons.

The 2025 New Holland Canadian Under-20 Championships are scheduled for March 22-30 in Summerside, P.E.I.

“We’ve had such a positive and mutually beneficial relationship with New Holland over the past decade, and we’re thrilled to see this continue to move forward,” said Nolan Thiessen, Chief Executive Officer of Curling Canada. “It’s particularly gratifying that New Holland shares our vision for building our sport at NextGen levels, and that will have a huge benefit down the road leading to international successes for Canadian curlers.”

The event name has been changed from Under-21 to Under-20 to reflect eligibility requirements and alignment with Curling Canada’s Member Associations.

New Holland has been a partner with Curling Canada since 2015, and has been the title sponsor of the New Holland Canadian Under-20 Championships since 2018.

Additionally, New Holland stepped up in a big way during the pandemic to be a presenting sponsor for the 2021 BKT Tires World Men’s Championship in the bubble in Calgary.

“We are thrilled with the opportunity to extend our partnership with Curling Canada,” said Bob Benbow, Director of Marketing for New Holland. “Supporting youth sports and fostering the development of young athletes is just one example of New Holland’s commitment to growing the next generation – whether they become curlers, farmers, or something in between. We believe in the potential of these young curlers and are excited to contribute to their growth and success on both national and international stages.”