If stars from various professional sports can own pickleball teams, why would it be surprising that National Football League players –one past and two present — own a piece of a curling tour? A group called The Curling Group now owns the Grand Slam of Curling. Sportsnet sold the five-stop tour for $6.5 million, but maintained broadcasting rights. Among those who invested in The Curling Group are Jared Allen, George Kittle, and T.J. Hockenson. Allen is a four-time National Football League Pro Bowler who his now retired, while Kittle and Hockenson are still playing. Kittle, my favourite player in the NFL, plays for the San Francisco 49ers, and Hockenson with the Minnesota Vikings. The tour has a couple of high octane people at the top. They are former PointsBet Canada chief commercial officer Nic Sulsky, and Rumble Gaming founder Mike Cotton.

There is a trend here. Among those that are part owners of Major League Pickleball teams are Tom Brady, LeBron James, Chris Evert, Kevin Durant, Patrick Mahomes, and, get this, Drake. The league has 16 teams, spread out from coast to coast in the United States. How long will it take for a pro league to take root in Canada? Could The Curling Group also become The Pickleball Group? After retiring, Allen started a team with former NFL quarterback Marc Bulger, linebacker Keith Bulluck and offensive tackle Michael Roos. Their unlikely goal was making it to the Olympics. Bulger has since opened a curling rink in Nashville.

“One of the reasons I fell in love with it is that it’s kind of the opposite of what I’ve done my whole life,” Allen told theScore. com. “There is so much opportunity in the sport of curling that’s been missed, for lack of a better word. Let’s put some more emotion into the sport.” The Curling Group wants to promote the personalities of the curlers. Some, such as Jennifer Jones and Rachel Homan, are pretty dull when it comes to dealing with the media. That said, Homan is apparently a hoot away off the ice. Her laser focus on the ice is because she is a professional and this is how she makes a living. Jones hasn’t been a ball of fire in the broadcast booth. Sulsky said some simple things can make the game friendlier for viewers and spectators. One is karaoke.

“Curlers (expletive) love karaoke because they travel together all the time,” he told theScore. Events now include the Grand Slam of Karaoke. The singing begins after the final draw of the day. “Let me tell you: it works,” he said, singing karaoke gives online audiences the chance to see curlers in a different light.” Games are now being live streamed at Slam events. Viewers can follow the action on all four sheets. Sulsky pointed to the tour’s soldout draws for the Kioti National in Newfoundland as an example of what is to come. It was great curling and had the best vibe I have seen at a curling event. And we didn’t even get a good glimpse at what was happening behind the scenes.

It was so uncurling to hear Brad Jacobs and his team getting booed during a game with Gushue. And they played along with it so well. Perhaps curling needs heroes and villains to attract younger fans. Matt Dunstone would be a good heel. After all, he cut B.J. Neufeld from his team just before Christmas. The Sheriff, as he is called, seems to be a bit high on his horse. Jacobs is another good villain, if being a villain can be good. His front end of Brent Gallant and Ben Heibert aren’t exactly warm and fuzzy. Paul Gowsell played the role of a villain to a T back in the 1970s and early 1980s.He once had pizza delivered to a sheet of ice at the Nutana Curling Club in Saskatoon. Gowsell seemed like the type who wouldn’t have pineapple on a pizza. He glared at his teammates after missed shots and wouldn’t have been able to wear a microphone now. I played a game for him and recall being called a skinny little so-and-so. I was skinny, and suppose I was a so-and-so.

“We’re rebuilding the brand of curling. We have to reintroduce this sport,” Sulsky told theScore. “For the grassroots and the hardcore curling fans, we need to be very conscious to not upset the apple cart. But what I hope is that the current hardcore curling fan understands that in order for this sport to grow, in order for curlers to start making the money they deserve to make, there have to be some dynamic changes to the sport.” Meanwhile, curlers seem to be all in. “Over two dozen curlers have sent me messages directly talking about how it was the greatest curling event they have ever been to,” Sulsky said of the Slam in Newfoundland. Brad Gushue agreed. “I think if we can achieve half of what they’re looking to do, I think it’s going to be good for the sport,” Gushue said in an interview with The Canadian Press. “I think the Grand Slams stayed a little stagnant in the last probably five or 10 years.” “Nic (Sulsky) and Mike (Cotton) certainly want to grow it and expand it, which I think is good for this generation and certainly for the next generation of top curlers.” And Allen, the former NFL star, is also all in.

“I know what we’re trying to accomplish,” he said. “There’s so much room for this to grow. I think it’s so much fun. I have yet to meet one person who’s gone out and tried curling and hated it.” It sounds like The Curling Group will be good for the game. Really good.

(Some Information for this piece came from an outstanding feature written by Jolene Latimer of theScore.)

– Cam Hutchinson