Red Tiger Marketing Partners with The Curling Group on Launch of Rock League, the World’s First Pro Curling League
AUGUST 28, 2025 Red Tiger Marketing, the sports marketing agency founded by former Manchester United CEO Richard Arnold and Laurence Miller, today announced a multi-year partnership with The Curling Group to provide strategic and commercial leadership ahead of the launch of Rock League, the world’s first professional curling league.
Under the agreement, Red Tiger will design and deliver the commercial and franchise framework for Rock League, supporting The Curling Group’s international ambitions. Red Tiger’s mandate includes commercial programme development, strategic partner engagement, franchise strategy, event design, valuation support, and global partnership development.
Launching in Spring 2026, Rock League will be the first truly mixed-gender professional sports league, with men and women competing together on the same teams at the highest level. It will revolutionise and professionalize curling, a historic Olympic sport, by creating a modern, fast-paced, and entertainment-driven league that expands the sport’s fan base and brings it to new audiences worldwide. The timing of this launch is especially significant, aligning with curling’s surge in participation and audience growth, and underscoring its prominence as one of the most-watched sports at the Winter Olympics.
Rock League will feature six franchise teams, organized by region: two from Canada, two from Europe, one from the Asia-Pacific region, and one from the United States. Each team will include five men's curlers and five women's curlers. Matches will be fast-paced and dynamic, with a strong emphasis on live entertainment, fan engagement, and broadcast value. The league represents a bold step in the evolution of curling, creating new opportunities for athletes, brands, broadcasters, and host cities through prime sponsorship, advertising, and media rights.
Nic Sulsky, CEO of The Curling Group, said:
“Curling is entering a new era. With Rock League, we’re reimagining how fans, players, and partners engage with the sport globally. To do that, we needed a partner that understands how to build successful new leagues from the ground up. Red Tiger has the experience, credibility, and network to help us unlock curling’s full potential, and their involvement will be instrumental as we shape the future of the sport.”
Laurence Miller, Co-Founder of Red Tiger, added:
“Our team specialises in helping early and mid-stage leagues realise their commercial potential. From franchise structures to international sponsorship models, we’ve been at the forefront of new league creation across multiple sports. Partnering with Nic and The Curling Group to shape Rock League is an incredible opportunity to bring that expertise into one of the world’s most passionate and underserved sporting communities.”
This partnership underlines Red Tiger’s growing portfolio of transformative sports properties worldwide and its reputation for combining rigorous commercial frameworks with a proven track record of unlocking major international partnerships.
About The Curling Group
The Curling Group (TCG) is a sports business venture dedicated to revolutionizing the sport of curling through strategic investments and a commitment to innovation and content production. In 2024, The Curling Group acquired the Grand Slam of Curling event series. In April 2026, The Curling Group will launch Rock League, curling’s first-ever global professional league.
About Red Tiger Marketing
Red Tiger Marketing is a sports marketing consultancy, empowering rights holders to unleash their commercial potential. The agency specialises in delivering expertise, strategies and tools to drive commercial success, combining data-led strategy with a focus on sustainable long-term impact.
Media Contacts
Jennifer Cram, jennifercram@thecurlinggroup.com
Polly Adams, polly.adams@redtiger-marketing.com
About The Curling Group
The Curling Group (TCG) is a sports business venture dedicated to revolutionizing the sport of curling through strategic investments and a commitment to innovation and content production. In 2024, The Curling Group acquired the Grand Slam of Curling event series, including global media rights. In April 2026, The Curling Group will launch Rock League, curling’s first-ever global professional league.
Media Contacts
Jennifer Cram, jennifercram@thecurlinggroup.com