For those in positions of power in curling, winning Olympic medals is a clear goal. Governing bodies of more than a dozen nations have put forth huge amounts of money and resources, all in an attempt to get their athletes onto the podium in Vancouver.

However, that’s not the only focus of these executive directors and technical directors. Unlike most other Olympic sports, curling is a sport also played at the grass-roots level (there aren’t many Sunday afternoon luge leagues) and the Olympics represent an unparalleled marketing opportunity to attract new participants.

Around the world, associations are preparing for the scores of hours that will be broadcast from Vancouver, hoping to try to leverage the showcase into new bodies on the ice. In some cases, slick programs have been put in place to make the job easier.

Full story – CTV Olympics


Front page photo courtesy of mgroves – Flickr