Prof. Timothy Dewhirst, Department of Marketing and Consumer Studies, wrote a commentary in the Toronto Star about the history of the Brier Cup men’s curling championship.
Dewhirst who teaches marketing, including marketing in sport, noted that Brier was a trademarked name of Macdonald Tobacco, as well as the name for a brand of fine-cut tobacco offered by Macdonald Tobacco.
Tobacco companies sponsored the Brier for decades, although now the key sponsor is Tim Hortons, Dewhirst noted.
Dewhirst is senior research fellow in marketing and public policy in the Gordon S. Lang School of Business and Economics. His research expertise includes sports, arts and entertainment marketing.