Curling is often perceived as a niche winter sport. In reality, the curling audience delivers international reach, long broadcast exposure, and access to a highly relevant sponsorship audience for brands looking to connect with engaged and trusted communities.
Using audience and media data from the World Men’s Curling Championship, this article outlines why curling enables brands to reach the right people - at scale.
Global reach with depth
Curling offers a strong international media footprint across multiple key markets, supported by extensive broadcast coverage and cumulative audience reach.
The World Men’s Curling Championship 2025 achieved:
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Broadcast coverage across 53 markets
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1,385 hours of cumulative broadcast time
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136 million cumulative TV audience
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7.7 billion event impressions globally
Key broadcast markets include Canada, China, Japan, Germany, Sweden, Switzerland, and the United Kingdom.
Rather than short, high-frequency exposure, curling delivers long-form broadcast presence, allowing brands to benefit from sustained visibility throughout the competition and repeated brand exposure within a trusted sports environment.
Who is watching curling?
Beyond scale, curling attracts an audience with strong commercial relevance.
Audience insights from the World Men’s Curling Championship show:
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A balanced gender split (50% male / 50% female)
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A largely well-educated audience
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Strong representation of middle-management professionals
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A global participation base of 2 million registered curlers
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70 national member associations worldwide
This profile makes curling particularly attractive for brands seeking to connect with decision-makers, professionals, and audiences with long-term engagement in sport.
Market-by-market relevance for brands
Curling provides flexibility for both international and regional brand strategies.
Strong viewership and broadcast time in markets such as Canada, China, Germany, Sweden, Japan, and Switzerland allow brands to:
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Activate across multiple territories
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Combine global visibility with local relevance
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Reach audiences consistently across different regions
Through a single partnership, brands can engage with audiences across established winter sports markets while benefiting from curling’s growing international profile.
Why curling delivers relevant audiences for brands
Curling is built on values that translate well into brand environments:
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Precision and consistency
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Fair play and credibility
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Stable competition structures
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Brand-safe, trusted settings
The combination of long broadcast formats and consistent competition schedules creates environments where brand messages are seen repeatedly and in context — not lost in fragmented or short-form media moments.
What this means for sponsorship
For brands exploring sports partnerships, curling offers:
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International reach combined with depth of exposure
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Access to a well-educated, professionally active audience
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A platform suited for broadcast, on-site, and digital brand presence
A well-structured curling sponsorship strategy combines scale, credibility and efficiency, supported by a clearly defined curling audience.
For brands interested in translating audience insight into structured evaluation, the Curling Sponsorship Playbook outlines how Curling partnerships work commercially.
To see how this translates into measurable results, explore the curling sponsorship case study featuring Le Gruyère AOP.
