Scale is often mistaken for value in sports sponsorship. Properties can be judged by noise, broad exposure and headline moments whilst the quieter platforms are quickly dismissed.
But this bias can shape how brands evaluate opportunity. The question should not always be “how many people does this sport reach?” but “does this sport reach my consumers?”. Because whilst it’s great to have as many people as possible seeing your shop window, it only adds value if they step inside and buy something. That’s where a platform like curling sponsorship can come in.
Why curling sponsorship deserves a closer look
Curling sponsorship often falls into this bracket within broader winter sports sponsorship discussions. It can be overlooked by brands because it is perceived as niche, is not fast, chaotic or controversial. But that in itself is an opportunity for brands.
Behind the calm surface, curling delivers something increasingly rare in sports sponsorship. It offers consistent reach across many countries, high-quality audiences and brand-safe visibility that lands. For brands willing to look beyond volume alone, curling offers efficiency, credibility and long-term value that many larger properties struggle to match.
This is not about repositioning curling as a mass-market phenomenon. It is about understanding why its specific characteristics make it a powerful sponsorship platform for the right brands.
The perception problem: Quiet does not mean irrelevant
Curling suffers from a perception gap and, as a result, it is often dismissed as marginal. But niche does not mean ineffective.
Some of the most commercially valuable audiences are loyal, engaged and repeat viewers rather than distracted, transient ones. Curling audiences tend to watch longer, return more frequently, and associate brands with the sport over time rather than in fleeting moments.
For sponsors, that consistency matters more than noise.
Curling’s global footprint is often underestimated
Curling is not a regional curiosity. It is a genuinely international sport with strong footholds in economically attractive markets.
Key territories include:
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Canada
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China
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Japan
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Germany, Switzerland and Austria
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The Nordic countries
The World Curling Championships function as true global tentpole events, delivering international broadcast exposure year after year. While Olympic moments bring spikes of attention, the sport’s value is built through repetition across seasons, markets and competitions.
This global presence allows brands to think strategically by aligning sponsorship with export markets, growth regions, or established strongholds rather than relying on one-size-fits-all exposure.
Global reach alone is not enough. What makes curling sponsorship particularly effective is the quality of the audiences it attracts and how brands engage with them. The detailed curling audience profile highlights who brands actually reach and why those audiences convert so well.
Why brands perform well in curling sponsorship environments
Curling offers a sponsorship environment that works with brands rather than against them.
Several factors consistently contribute to strong performance:
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Clear, consistent on-ice visibility during live play
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Long screen time and stable camera shots that support brand recall
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Low visual clutter, allowing fewer brands to stand out more
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Family-friendly, brand-safe settings across broadcast and venue
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Championship formats that encourage appointment viewing and emotional investment
In contrast to overcrowded advertising environments, curling sponsorship allows brands to be seen, recognised and remembered, not just present.
ROI without the hype
Curling sponsorship tends to reward brands over time rather than through one-off bursts.
The value lies in:
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Efficient impression delivery across multiple markets
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Repeat exposure season after season
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A compounding effect across broadcast, digital and on-site touchpoints
This is not about chasing short-term spikes. It is about building familiarity and trust through consistency. These are the conditions where sponsorship recall and perception improve naturally.
For brands evaluating curling sponsorship opportunities, the real question is not whether the sport is loud, but whether it aligns with commercial objectives across target markets.
Case example: Le Gruyère AOP
One of the strongest examples of curling’s sponsorship potential is Le Gruyère AOP.
Through a long-term partnership with World Curling, the brand has built an integrated presence combining:
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Broadcast visibility
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On-site branding and hospitality
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Fan-facing activations
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Podium moments that create emotional memory
The result is international exposure across key export markets, supported by tangible engagement and measurable media impact.
Read the full curling sponsorship case study to see how Le Gruyère AOP turned curling into a scalable international platform.
What brands should consider before entering curling
Curling works best when approached strategically rather than experimentally. Brands considering involvement should think about:
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Commitment over time rather than one-off campaigns
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Combining branding with storytelling and experience
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Aligning market presence with export or expansion priorities
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Using hospitality and on-site activation as value drivers, not add-ons
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Partnering with rightsholders who understand the full ecosystem
Curling rewards brands that show up properly and consistently.
The bigger picture
Curling is not the loudest sport. That is its strength.
For brands that value outcomes over attention, curling offers a sponsorship environment built on trust, clarity and repetition. As winter sports continue to evolve, the opportunity lies not in treating them as a single category, but in understanding the nuances that make each discipline commercially distinct.
Curling offers a sponsorship environment built on trust, clarity and repetition — which is why curling sponsorship continues to deliver value beyond short-term attention spikes.
