There was a joke in the old hit TV series “The Odd Couple” where Oscar tells Felix he is going to cover the Curling Championships, and an excited Felix replies “I didn’t know hair dressers had a sport.” That was then, and I’m sure the sport of curling appreciated the national TV mention on the network of the Olympics at the time (ABC), but the curling of old, bolstered by social media, an Olympic demo which skews away from “traditional” sports, especially during the Winter Games, and some unique marketing and branding opportunities has lifted Curling ever so slightly into the mainstream as we sit between the 2014 and 2018 Games. Is the sport taking a bit of a respite, as many “niche” sports seem to do when the Olympic glare is not as bright? It doesn’t appear so.
Curling in the US, especially as a competitive sport and social activity seems to be on the uprise. It’s a simple game to understand and has the quirks that seem to be necessary to capture some attention these days, and one of its loudest supporters in the digital space is New Yorker Brian Reich. Reich has launched a website called Hit The Broom which is all about the curling fan experience and spends a good deal of his non-work hours championing the sport to anyone who will listen.
We caught up with Brian to get the straight scoop on curling around the country, in New York and why a few NFL’ers are caught up in the mix. (his bio follows)
Q: Curling still seems to be growing in interest eventhough the Olympics are a year past. Any proof or anecdotal evidence you can share?
A: Both NBC Sports Network and ESPN have announced in the past few months that they will air curling on television – which shows that there is a growing interest in the sport. The television/online coverage also provides a strong platform to reach more fans, re-engage those who were interested during the Olympics but did not have an obvious way to stay connected. In terms of participation, there are now curling clubs in 46 of 50 states (including Hawaii!) and the clubs are reporting a steady stream of new people coming in to learn how to curl, participate in leagues and similar. At the Curling National Championships in Kalamazoo last week the ‘learn to curl’ clinics were packed and at least half of the crowd watching the matches live reported being new or casual fans of curling.
Q: What is the pitch that makes curling attractive to milennials?
A: Its a social sport – accessible to everyone, easy to play with friends, competitive but also fun. Curling is also an emerging sport, which provides an opportunity for young people to be part of the effort to shape the future of the sport, to take part in building the fan culture in ways that reflect their interests and leave their mark on it. Think of how the fan culture around soccer in the United States has grown organically, driven in large part by young people — for MLS, in support of the US National Team (though groups like the American Outlaws). That same opportunity is starting to take shape for curling.
Q: The Ice Palace project in New York is seen as a lift to the sport when its done. How will it work and what would be the goal for the sport?
A: One of the most critical elements to the growth of curling is the creation of dedicated curling facilities. Having dedicated ice offers competitors at all levels more access, better ice, and the ability to develop a sustainable fan culture. And by having available curling sheets at all hours means more availability for new curlers to come and learn. As part of the Ice Palace Project there are projected to be at least 5 (and possibly more) dedicated curling sheets – creating a permanent home in NYC for curler and curling fans. There are curling facilities in New Jersey and Connecticut, and a strong curling club presence in Brooklyn (but they don’t have dedicated ice). So the dedicated curling facilities would give the community a home, an anchor that creates all sorts of opportunities for growing the sport.
Q: Is there a place for curling in the sports lexicon of the US outside of the Olympic window?
A: Absolutely. Curling is accessible, fun, competitive, and absolutely in demand. There are active curling clubs in 46 of 50 states – and the numbers of participants has grown steadily over the past decade. Next year the National Championships will be staged in Jacksonville, FL — which will give a fan base that hasn’t traditionally had direct access to the sport an opportunity to experience it in person. And the television/digital coverage gives fans a chance to get to know players, form relationships with the people competing at the highest levels. That was the first big hurdle that curling needed to get over — shifting it from a regional sport to a national sport. Creating an opportunity more than once every four years for fans to stay connected. Now with that foundation in place we can focus on creating that fan experience – fans can be invited to participate, to cheer, to help create the new, national culture for curling, to share in the experience as they do during the Olympics every four years. There is a hunger for a fun, compelling sport like curling – it just needs to be cultivated a bit more.
Q: How and why is the 49ers Vernon Davis involved in promoting the sport?
A: Vernon Davis has served as an honorary team captain and ambassador for USA Curling for each of the past two Olympics. He has traveled to the last two Olympics to support the team, participated in community and club events for new curlers, done media interviews. He has also helped influence some other high profile athletes to become fans of the sport – JJ Watt has proclaimed his love of curling on multiple occasions for example. He loves the sport, he understands and appreciates the competitiveness and the social, community nature of the game. Basically, he got hooked and he is doing everything he can to get others hooked as well.
Q: What are the opportunities for a brand to get involved?
A: First, there are opportunities for brands to support USA Curling – the organizing body for the sport. USA Curling has recently implemented a high performance program to help position curlers in the United States for success on the global stage – particularly during the Olympics. Curlers from the United States are competing at the World Championships, in several high-profile competitions across the globe, and increasingly in televised events (like the Grand Prix of Curling which is featured on Curling Night in America, and next years Continental Cup in Las Vegas) – which puts any sponsor in front of a global audience. Second, individual curling teams need support – so they can train, travel and compete and be competitive. In most countries curling is a full-time sport for the elite competitors… teams in China, Japan, Norway, Sweden, Canada and many other countries can train year round and that gives them a competitive advantage. Financial support for the teams will allow curlers in the United States to do the same. Investing in a curling team has the potential to deliver a massive return for a brand – they get accessible, likable brand ambassadors to both display their brand and help to spread their messages everywhere they compete. And finally, the fan experience for curling is beginning to take shape, so there is a massive opportunity for brands to participate in the development of that culture, to help design and support the experience. What are fans wearing, eating and drinking, how are they participating in the growth of the sport – all of that can be sponsored and cultivated by brands, integrating brands into every aspect of the fan’s life in connection to the sport.
Q: Going into 2018, where do you think the sport will be in terms of health in the US, and who are the athletes on the rise?
A: Curling is on a growth trajectory for sure. The elite teams are competitive on a worldwide stage – and with the new high performance program from USA Curling, only going to have more access to resources and support that elevates the game even further. USA won a bronze medal in curling in 2006 and there is every reason to believe they are on track to compete for medals again in the next Olympics. Also, in the United States, there will be high-profile, televised competitions – like the Continental Cup and next year’s National Championships in Jacksonville, FL, which will give fans more access to the sport and the athletes – which help to build support and momentum. I am working on helping to develop and shape the fan culture, to tap into the energy and enthusiasm of the current fan base, re-connect with fans who were excited during the Olympics, and elevate the profiles of athletes and teams. There just hasn’t been enough of an organized approach to growing the sport through media, branding and fan experience – and all those things are now moving forward, and will merge with the competitive teams that are on track for 2018 to put curling in an even stronger position to break through to the next level.
Brian Reich is a strategist and writer for executive leaders at global brands, media companies, startups, nonprofits, political, and advocacy organizations. He is the author of two books: Shift & Reset: Strategies for Addressing Serious Issues in a Connected Society (Wiley, 2011) and Media Rules!: Mastering Today’s Technology to Connect with and Keep Your Audience (Wiley, 2007) and he speaks regularly to corporations, associations, conferences and universities around the world on the impact of media and technology on society.
In 2014, Brian launched HitTheBroom.com, a website dedicated to enhancing the curling fan experience. He hosts a weekly podcast/show about curling which streams on the Alternative Sports Talk network. Brian also created a Casual Fan’s Guide to Curling (available for free download at HitTheBroom).
Brian attended the University of Michigan and graduated from Columbia University. He lives in New York with his family.
