Canadian company Home Hardware have been announced as the title sponsor of the key Road to the Roar Pre-Trials event.
The competition will determine the final two men's and women's teams to advance to the Tim Hortons Roar of the Rings.
They will then compete for the right to represent Canada at next year's Winter Olympics in Pyeongchang.
Four player teams for the Games will be decided after the event.
Katherine Henderson, chief executive of Curling Canada, expressed her delight at having secured Home Hardware as the sponsor of the pre-trials event.
"Home Hardware has been a wonderful partner as the title sponsor of the Home Hardware Canada Cup," she said.
"We could not be happier that their partnership and commitment to our sport is expanding.
"The Home Hardware Road to the Roar is a premier curling event that has produced gold-medallists in the past, and we’re very excited to see what will unfold next November in Summerside."
Home Hardware, who are Canada’s largest hardware, lumber, building materials and furniture cooperative, boast around 1,100 stores in the country.
The company's chief executive Terry Davis revealed that Home Hardware were looking forward to supporting athletes who are hoping to secure Olympic berths.
"As a Canadian company, we are proud to partner with one of the nation’s most popular and distinctive sports," Davis said.
"We celebrate the tireless work of our Canadian teams and look forward to supporting the athletes at the Home Hardware Road to the Roar in November."
There will be 14 men's and women's teams seeking to advance from the pre-trials, due to take place from November 6 to 12 at Credit Union Place in Summerside.
The successful teams will then seek to secure Olympic spots at the Tim Hortons Roar of the Rings event.
The competition is scheduled to be held in Ottawa from December 2 to 10.