The partnership will cover all the governing body's Season of Champions events, including the Canadian Curling Trials, the 2022 Continental Cup and the 2022 Scotties Tournament of Hearts.

"I don’t think it’s going to surprise anyone that our sport has deep roots within the agriculture community, so we are extremely excited to have an industry leader such as Nutrien Ag Solutions and the Proven Seed brand as an Official Supplier," said Katherine Henderson, chief executive of Curling Canada.

"There is outstanding value in being a part of our championship events, which are highly viewed and attended, and I know this will be beneficial to both organisations."

Nutrien Ag Solutions claims to be Western Canada's leading provider of agricultural services and products with more than 220 retail locations.

"We are excited to partner with Curling Canada to celebrate a sport that is so accessible and engaging," said Kelly Freeman, regional manager for Nutrien Ag Solutions Canada.

"Our sponsorship provides a great opportunity to showcase the products and services we are able to provide growers, and our commitment to local sport and communities."

Proven Seed joins moving company AMJ Campbell and betting brand PointsBet as Curling Canada's official suppliers.