With just over a year until the Canadian Curling Trials, Curling Canada is actively seeking a title sponsor for this essential event that will determine the country’s representatives at the Winter Olympic. Scheduled to take place from November 22-30, 2025, in Halifax, this competition is critical for teams aiming to wear the Maple Leaf in Milan in February 2026.
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Sponsorship Landscape
Tim Hortons previously served as the title sponsor for both the Canadian Winter Olympic Curling Trials and the national men’s championship, known as the Montana’s Brier, from 2005 until last year. However, the current sponsorship agreement with Montana’s BBQ & Bar does not include the trials, leaving Curling Canada in search of new financial backing to enhance the event’s profile.
Winter Olympic Curling Canada CEO Nolan Thiessen emphasized the importance of securing a title sponsor to ensure the trials receive the attention they deserve. “We’re out working on it,” he stated, indicating a proactive approach to find a suitable partner.
Importance of the Trials
The Canadian Curling Trials are not merely another competition; they play a crucial role in determining which teams will represent Canada on the international stage. The stakes are incredibly high, as the winning teams will be nominated to wear the Maple Leaf at the Winter Olympic in Milan. This makes the trials a significant event in the Canadian curling landscape, and the absence of a title sponsor could impact its visibility and reach.
Mixed Doubles Trials Without a Title Sponsor
In addition to the Canadian Winter Olympic Curling Trials, the upcoming Canadian mixed doubles trials are also searching for a title sponsor. This discipline, which made its winter Olympic debut in 2018, is without a broadcast rights holder as well. Canad Inns was the previous title sponsor for mixed doubles, but after the 2022 trials were canceled due to COVID-19, the search for new sponsorship has become urgent.
The mixed doubles trials are set to take place from December 30, 2024, to January 4, 2025, in Liverpool, N.S. As it stands, the competition will only be available via the Winter Olympic Curling Canada Plus streaming platform, rather than through traditional television channels. Thiessen expressed a desire for the mixed doubles to have a “linear home” for broadcast, particularly for the main playoffs, but noted that securing a deal has been challenging.
winter Olympic: Historical Context of Mixed Doubles
Mixed doubles curling has a storied but complicated history since its winter Olympic introduction. The inaugural mixed doubles play downs were won by John Morris and Kaitlyn Lawes, who subsequently went on to capture gold at the PyeongChang Games. However, the mixed doubles format has struggled to maintain momentum in terms of viewer engagement and sponsorship opportunities since its initial success. You can read Winter Olympic 2026: Mackenzie Zacharias Reflects on Life After Curling
As Thiessen noted Mixed doubles is in a tough spot. Everyone sees its potential for growth. However, translating that into strong broadcast interest has been challenging. It had a great launch in PyeongChang, but hasn’t gained momentum since he said. Winter Olympic Curling Canada is actively working to find innovative ways to promote the mixed doubles format, looking for ways to capture the public’s interest more effectively.
Team Gushue’s Residency Issue
Another significant storyline emerging from the winter Olympic curling community is Team Gushue’s navigation of potential residency issues. After E.J. After Harnden’s departure, Brendan Bottcher joined the team in the second position. Residency rules permit only one import player, but Gushue’s rink gets an exemption as defending champions for the 2025 Brier. Skip Brad Gushue and vice Mark Nichols are based in St. John’s, while Bottcher and lead Geoff Walker hail from Edmonton. This geographic diversity presents unique challenges for the team, particularly concerning compliance with residency regulations for the 2026 Brier.
If Team Gushue doesn’t successfully defend their title or finish in the top three of the winter Olympic Canadian rankings, they risk failing to meet residency requirements. To address this, the team plans to participate in more bonspiels to earn crucial ranking points. We want to ensure we have enough events so that if we have an okay season, we can secure a wild-card spot Gushue said.
Winter Olympic Curling Update: Epping Joins the Rankings Elite
In other Winter Olympic curling news, veteran skip John Epping has surged into the top 10 of this season’s world rankings after winning the Stu Sells Toronto title. Epping’s new Sudbury-based team—Jacob Horgan, Tanner Horgan, and Ian McMillan—defeated South Korea’s ByeongJin Jeong 8-4 in the final, landing Epping in seventh place on the year-to-date rankings, led by Scotland’s Bruce Mouat.
Notably, Winnipeg’s Mike McEwen holds the third spot, while Gushue sits at fourth. Saskatoon’s Rylan Kleiter is also making waves, currently ranked ninth. In the women’s rankings, Ottawa’s Rachel Homan sits at the top, followed closely by Kerri Einarson from Gimli, Manitoba, in eighth, and Kaitlyn Lawes in ninth.
Navigating the Future of Curling: A Pivotal Moment for Curling Canada Ahead of the Winter Olympic
As Curling Canada seeks title sponsors and broadcast partners for both the Canadian Winter Olympic Curling Trials and the mixed doubles trials, the future of curling in the country stands at a pivotal point. The success of these initiatives will be vital for enhancing the sport’s visibility and fostering its growth as it heads toward the Winter Olympic.
The 2025 Canadian Winter Olympic Curling Trials and mixed doubles trials present a unique opportunity for teams to showcase their skills and for Curling Canada to enhance its brand through successful sponsorship and media partnerships. Fans and players alike are hopeful that the necessary support will be secured, ensuring that Canada continues to thrive in the curling arena on the international stage.
With the Winter Olympics looming, these events will not only set the tone for Canada’s performance but will also influence the sport’s trajectory for years to come. The collective efforts of players, sponsors, and Curling Canada are essential to navigate this landscape successfully and foster a thriving environment for curling across the nation.
Curling has long been a source of national pride, with Canada producing some of the world’s best curlers. However, as the sport evolves, securing financial backing and media coverage has become increasingly critical. The current landscape presents challenges, but it also offers avenues for growth, especially as new formats like mixed doubles gain traction.
Future of Curling: Securing Sponsorships and Support
The backing of title sponsors could provide the necessary resources to elevate these events, ensuring they receive the attention they deserve. Broadcasters play a crucial role in this visibility, as their support can bring curling to a wider audience, inspiring the next generation of curlers.
As winter Olympic Curling Canada works diligently to secure these partnerships, the enthusiasm and dedication of athletes remain unwavering. The 2025 trials will be a testing ground for the athletes as they prepare for the high stakes of the Winter Olympic in Milan. The collaborative efforts of all stakeholders involved will be essential in shaping the future of curling in Canada.
In conclusion, the upcoming Canadian Winter Olympic Curling Trials and mixed doubles trials are more than just competitions; they represent a significant moment for the sport. With strategic partnerships and community support, Curling Canada can continue to build on its legacy and ensure that curling remains a prominent fixture in the country’s sporting landscape.
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