Rock League: NFL Stars Back New Professional Curling League, Aiming for Global Appeal
A new professional curling league, Rock League, is being launched with significant investment and support from current and former NFL players George Kittle, T.J. Hockenson, and Jared Allen. The league's core mission is to modernize and professionalize curling, thereby attracting a younger and broader global audience.
The league aims to modernize and professionalize curling, attracting a younger and broader audience globally.
From Gridiron to Ice: The Genesis of Rock League
Pro Football Hall of Famer Jared Allen developed an unexpected interest in curling after a bet in 2018 challenged him to attempt to qualify for the Olympics in a new sport. His immersive experience with curling ultimately led to a collaboration with Canadian entrepreneur Nic Sulsky, CEO of The Curling Group (TCG), to advance the sport professionally.
A New Era for Curling: League Structure and Star Power
Rock League will feature six global franchise teams, each comprising five men and five women, incorporating mixed-play formats into its competitions. The league has already secured prominent curlers as team captains, including Korey Dropkin, Brad Jacobs, Bruce Mouat, Alina Pätz, Rachel Homan, and Chinami Yoshida.
Launching an Exciting Season
The league is scheduled to make its debut in April 2026 with a seven-day event in Toronto, strategically timed to follow the Winter Olympics. Following this inaugural event, a five-stop season is planned for 2027, with the ambitious goal of a full global schedule targeted for 2028. Events are anticipated to feature lively crowds and music, marking a deliberate departure from traditional quiet curling atmospheres.
The Curling Group's Broader Vision
Beyond Rock League, TCG has also acquired the Grand Slam of Curling, a well-established five-stop series. The organization intends to secure comprehensive television distribution for both properties in American and international markets. A key component of their strategy involves creating engaging content that highlights the sport's top athletes and their compelling stories.
Expanding Reach and Fan Engagement
The involvement of high-profile NFL players, including potential support from Jason and Kylie Kelce, is seen as a crucial opportunity to expand curling's reach beyond its conventional audience. Athletes like Jared Allen have voiced their appeal for the sport's intricate details and constant challenges, which resonate with competitive individuals.
Previous opportunities for significant growth in U.S. curling, particularly after Team USA's men's gold medal at the 2018 PyeongChang Olympics, were reportedly not fully capitalized on by USA Curling due due to a lack of resources and connections. The new franchise model of Rock League aims to address this by fostering stronger fan connections through distinct team brands, a departure from the traditional practice of naming teams after their skips.
Prize Pools, Innovation, and Olympic Dreams
Rock League will offer a substantial prize pool of $250,000, and TCG events have already established global distribution services. While committed to innovating the sport with adjusted rules and event layouts, TCG emphasizes its dedication to maintaining the integrity of curling in line with World Curling's international standards for Olympic and world championships. Continued Olympic success is also viewed as crucial for generating momentum and exposure for both the league and the sport as a whole.