Curling seeks to break free of reliance on Winter Olympics spotlight

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Swedens Christoffer Sundgren, Oskar Eriksson and Rasmus Wranaa in action during the mens gold medal match at the Le Gruyere AOP European Curling Championships in Lohja, Finland, on Nov 29, 2025.

PHOTO: REUTERS

NEW YORK – World Curling President Beau Welling wants to sweep away the sport’s Olympics-only tag and slide into a new era where fans are engaging with it throughout the year.

Curling, which originated in Scotland and is hugely popular in Canada, made its debut as an Olympic sport at the 1924 Games in Chamonix but was not part of the official programme again until 1998 at Nagano, which brought it to a worldwide audience.

The governing body’s membership has risen to 77 associations from 28 since Nagano, but while curling is becoming more popular outside traditional winter sports strongholds, it experiences peaks and troughs of interest in a pattern pegged to the Games.

“There’s a lot of excitement and viewership around the globe every four years, and one of the things we’re working hard to do is trying to figure out how to make curling more accessible to a broader audience in between the Olympics,” Welling told Reuters.

“We have our own very rapidly growing OTT platform, the Curling Channel. A fundamentally important strategic goal of ours is to get eyeballs on curling. We’re working really hard to do that.

“We’re very proud of our sport, a value-based sport with integrity and honesty. You call your own fouls, so sportsmanship is