World Curling Federation and Infront extend partnership to 2022

  • InFront's Bruno Marty and World Curling President, Kate Caithness © WCF / Richard Gray

The World Curling Federation and Infront Sports & Media have extended their media and marketing partnership for four more years, taking the contract period up to 2022.

The new agreement – announced on Monday (9 April) following the 361⁰ World Men's Curling Championship 2018 in Las Vegas – broadens the scope of Infront's curling mandate, adding joint marketing rights with the World Curling Federation and media rights in key territories for the Pacific-Asia Curling Championships to the current partnership.

Beyond the increased rights portfolio, Infront will continue to manage the global media rights for the European and World Curling Championships and the marketing rights for the same tournaments outside Canada in close cooperation with the World Curling Federation.

The partnership between the World Curling Federation and Infront began in 2008 and has seen the two parties grow the sport globally, developing new concepts to make the sport more attractive to commercial partners and more engaging for fans.

This further extension will enable curling to increase its exposure in new Asian territories – a crucial step leading up to the Olympic Winter Games Beijing 2022 – and to further build on its strong presence in Europe and North America.

Infront jointly developed the concept for the Curling World Cup with the World Curling Federation, which has been backed by Chinese company Kingdomway Sport for the next four years. This new concept was developed to guarantee the World Curling Federation and curling stronger exposure throughout the whole season, as is the case with other Winter Olympic sports.

The four-stage competition will begin in China in September, followed by planned stages in North America and Europe and a Grand Final back in China. Each stage will include women’s, men’s and mixed doubles games allowing a high level and attractive competition for media, commercial partners and fans alike.

Infront will also look into new digital opportunities and solutions for the World Curling Federation with its subsidiary OMNIGON set to provide expertise in ways to strengthen fan engagement and the sport reach worldwide.

Kate Caithness, President of the World Curling Federation, said: "We are glad to have Infront on our side for a further four years. It is an agency that goes beyond the traditional model, working closely with us on the development of new events and formats and making sure the sport of curling is best positioned in the market.

“Thanks to Infront's strong footprint in the Asian market and the overall strong growth of our sport in this region, we will create the highest prerequisites for successful representation at the 2022 Beijing Olympic Winter Games"

Bruno Marty, Executive Director of Winter Sports at Infront added: "The WCF has always been a great and innovative partner to work with. We are excited to extend this long-lasting partnership, which has grown stronger over time and is based on mutual trust and a willingness to grow the sport of curling across all continents. We are looking forward to four more exciting years to shape the curling of the future."

You can follow the work of the World Curling Federation on Twitter, Instagram (@worldcurling) and Facebook (/WorldCurlingFederation) and by searching the hashtag #curling #curlingworldcup