Curling’s Unexpected Spotlight
CORTINA D’AMPEZZO, Italy (AP) — Curling has long sought ways to elevate its status beyond a mere spectacle during the Winter Olympics. However, it seems that all it really took was a fleeting touch on a 40-pound stone, a fervent accusation captured on camera, and the ensuing uproar on social media to captivate an audience. This past Saturday, a heated exchange erupted between Swedish curler Oskar Eriksson and Canadian Marc Kennedy during their match, as Eriksson alleged Kennedy committed an infraction known as a “double touch.” Within moments, this controversy achieved more for the sport’s visibility than years of promotional efforts by its advocates.
New Avenues of Exposure
Before this incident, curling often played second fiddle to more mainstream winter sports like skiing and skating during the Olympics. However, Alina Paetz, a veteran curler from Switzerland, stumbled upon the story in a more unconventional outlet: a headline from People magazine, which typically focuses on celebrity news. “That’s pretty new,” she remarked, reflecting the surprising avenues of exposure curling has gained through this drama.
Mixed Reactions to the Controversy
The implications of this controversy are twofold. While many seasoned fans express concern that the sport’s entry point is centered on a contentious altercation rather than the finesse of curling techniques, some believe the attention is ultimately beneficial. Canadian Emma Miskew, a three-time world champion, commented on the situation by acknowledging that while publicity is essential for growth, the extreme reaction was excessive.
Nolan Thiessen, CEO of Curling Canada, echoed this sentiment as he revealed the disturbing backlash his athletes faced including hostile emails directed at their families.
“That’s where it’s going to stop, right? We keep it on the ice,”
he stated, recognizing the strong emotions that sports can manifest. Nevertheless, he viewed the unexpected attention as a unique opportunity, especially since curling has rarely had such a spotlight during Olympic events.
Surge in Interest and Future Aspirations
Interest in curling has surged partly due to its complex rules and the camaraderie among competitors. Kristian Heldin Lindstrom, manager of Sweden’s women’s Olympic team, highlighted this by noting the potential shift in viewer interest:
“If you start watching it, maybe you’re going to keep watching it because it is a very interesting sport, there is a lot of complexity to it.”
Looking ahead, Nic Sulsky, CEO of The Curling Group, has set his sights high. With aspirations to launch a sustainable professional league, he hinted at the potential for growth and commercialization of curling following the 2026 Grand Slam of Curling. The forthcoming league aims to capitalize on the anticipated rush of viewership during Olympic seasons, a strategy Sulsky is eager to implement next April with a competitive event in Toronto.
The Role of Controversy in Sports
While controversy is seldom welcomed, it undeniably piques interest. The comedic brilliance of the exchange between Eriksson and Kennedy resonated with fans, reminiscent of moments in football or hockey.
“All this has done is just shine a light on how competitive, how emotional and how interesting these athletes are,”
Sulsky observed.
As viewers remain captivated by such dramas, some fans jokingly ponder whether curling could embrace more theatrics akin to professional wrestling, a notion that leaves seasoned individuals like Paetz laughing.
“I don’t know. Who knows how it looks in five years?”
she mused, yet the prospect may not seem far-fetched anymore, given the recent fervor surrounding the sport.
Conclusion
Ultimately, despite its rich history, curling is now grappling with a modern conundrum: whether the path to wider recognition can indeed hinge on moments of showmanship and rivalry.
Associated Press writer Julia Frankel contributed to this report.
