The 2024-25 Grand Slam of Curling began earlier this week on Prince Edward Island, Canada. (Iris imagery)

The Curling Group, a newly-formed joint venture, has appointed sports media consultancy firm Iris Sport Media as its exclusive global media, betting, and data sales partner for the Grand Slam of Curling (GSOC) Canadian series.

Through the deal, Iris will “market and advise on strategy” across those three areas, to help grow the GSOC – for which the 2024-25 season begins this week.

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Indeed, Iris has already struck a media rights tie-up in Japan with the AbemaTV broadcaster.

The 2024-25 Grand Slam of Curling comprises five events, running from the opening event on Prince Edward Island (which began yesterday and ends on October 6), through until next April, at which point the final event will be held in Toronto.

Events run between Tuesday and Sunday, with the broadcast coverage on each occasion beginning on the Thursday.

The GSOC was formerly run by Rogers-owned Canadian channel Sportsnet before The Curling Group bought the property in April this year.

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Nic Sulsky, The Curling Group’s co-founder and chief executive, has said: “At The Curling Group, one of our key objectives is to find new ways to reach and engage with curling’s growing global fanbase. With Iris’ leadership and established connections, we’re already charted on the right path to achieving this goal, enabling us to reach a wider audience and identify previously untapped opportunities.”

Floris Weisz, managing partner of Iris, added: “The Curling Group is led by a team of exciting and seasoned entrepreneurs, who have taken the great initiative to reinvent and restructure the sports ecosystem within curling. As a result, curling will grow globally in terms of reach and events.”

In terms of Iris’ recent activity, late last month the firm was appointed as the global media rights-holder for the E1 all-electric boat racing series.