Curling Gets $5M Boost as 'The Curling Group' Aims to Modernize the Sport

In an exciting development for curling enthusiasts, The Curling Group (TCG) has successfully raised $5 million in seed funding, signaling a fresh start for the sport.

With ambitions to take curling to the next level, TCG is focusing on strategic investments, innovation, and producing engaging content to broaden the sport’s global reach.

The funding round was led by venture capital firm Relay Ventures, based out of Toronto.

Since its launch in April 2024, TCG has already made waves by acquiring the Grand Slam of Curling event series from Sportsnet, marking its first big step.

Nic Sulsky, CEO of The Curling Group said:

"Curling's global image is long overdue for a makeover, and we've made it our goal at The Curling Group to provide a reimagined, elevated offering that matches the changing face of the sport. Today's announcement will accelerate our plans to spark massive growth within the curling world, providing fans with more ways to engage with the sport through content creation and innovation, while identifying curling's untapped monetization potential."

The event series, recognized as the only international curling competition, has been home to some of the world’s top curling teams. But TCG isn’t content with just the status quo. They’re planning to reimagine how curling is presented and consumed, riding the wave of growing interest sparked during the Winter Olympics.

Curling, once considered a quiet niche sport, has now captured the attention of athletes and celebrities alike, including NFL stars George Kittle and TJ Hockenson, who’ve joined TCG as investors. It's no secret that niche sports are becoming more lucrative, and with the rise of digital and streaming platforms, sports like curling are finding ways to directly engage their fanbases.

With the help of high-profile advisors like Olympic gold medalists John Morris and Jennifer Jones, TCG is ready to reshape curling’s future.

The Grand Slam of Curling will kick off its season with the HearingLife Tour Challenge on October 1st in Charlottetown. Fans can expect a brand-new look and experience under TCG’s leadership.

As niche sports like pickleball and ultimate frisbee continue to rise in popularity, curling is skating into the spotlight, ready to win over new fans.

The Curling Group’s bold vision and fresh approach could very well be what the sport needs – after all, who doesn’t love a good underdog story?