Nic Sulsky of The Curling Group Joins Knup Sports Show
Reconnecting with a Passionate Sports Innovator
On episode 240 of the Knup Sports Show, host Ryan Knuppel welcomed back a familiar guest—Nic Sulsky. Known for his past leadership roles at Monkey Knife Fight and PointsBet Canada, Nic joined Ryan to discuss his newest adventure: The Curling Group. After nearly five years since his first appearance on the show, Nic returns to share how his journey through gaming and betting has led him to one of the most unexpected corners of the sports world—curling.
The episode starts off with casual reflection and humor between two friends. Nic jokes about being overlooked during his PointsBet tenure, but it quickly turns into a meaningful conversation about the challenges and opportunities of running a professional sports organization. Nic is now fully immersed in the world of curling, aiming to grow the Grand Slam of Curling and bring the sport to a much larger global audience.
From Gaming to Curling Makes a Unique Business Pivot
Nic’s pivot into curling came after working at PointsBet, where he initiated a sponsorship with Curling Canada to build brand trust. That single move sparked his curiosity and ultimately changed his career direction. Realizing how underserved curling was despite its massive global audience, Nic acquired the Grand Slam of Curling and launched The Curling Group. His entrepreneurial instincts saw untapped potential in a sport watched by millions but overlooked by mainstream sports media and betting platforms.
While Nic isn’t a lifelong curler himself, his exposure to the sport and community revealed its passionate fan base, athletic talent, and international reach. From South Korea to Sweden to Japan, curling has strong global roots. He’s now on a mission to bring those stories, athletes, and events to a broader stage—especially here in the U.S., where he sees a growing appetite for curling culture.
Innovating the Curling Experience
Nic and his team have already made bold moves in innovating curling events. From player walkouts and slide-outs to a curling All-Star game in Nashville, they’ve injected energy and entertainment into the traditional sport. He’s also embraced digital transformation, launching a global streaming platform and driving over 6.5 million views in their first season—with no paid marketing.
One of the biggest surprises? Curling’s karaoke culture. The “Grand Slam of Karaoke” is a Saturday-night hit, where players step off the ice and onto the stage with live bands and singing competitions. It’s become a social staple and fan favorite, further proving that curling’s charm lies in its community as much as its competition.
Rock League and Betting Integration Next Up
Perhaps the most exciting announcement from Nic was the upcoming launch of Rock League, curling’s first professional league, scheduled for 2026. Designed to complement the Grand Slam of Curling, Rock League aims to professionalize curling athletes, attract global fans, and offer a high-energy format that mirrors popular competitions like the PGA Tour and LIV Golf.
Additionally, curling is set to enter the live betting world. Partnering with ALT Sports Data, The Curling Group is building the first-ever in-game betting infrastructure for the sport. Starting in September 2024, fans will be able to place live wagers during curling matches—a game-changer for a sport that has been excluded from the betting boom despite being a mainstay of the Winter Olympics.
Changing Perception and Inviting a New Audience
Throughout the episode, Nic speaks candidly about the biggest challenge he faces: changing the perception of curling. Many see it as an obscure Olympic sport with little day-to-day relevance. But Nic wants the world to see it as a highly strategic, energetic, and entertaining sport, accessible both live and digitally year-round.
To skeptics and the curling-curious, Nic invites them to just give it a try. Whether that means attending an event, watching the YouTube highlights, or following the Grand Slam on social media, the content and community speak for themselves. With plans to grow globally and invest in storytelling and athlete branding, The Curling Group isn’t just promoting curling—it’s rebuilding how we think about it.
Catch the Full Conversation
If you’re curious about the business of sports, innovation in niche markets, or just want to learn more about one of the fastest-growing winter sports, don’t miss this episode. Nic Sulsky brings energy, insight, and real strategic vision to curling—and this conversation proves it.
Relevant Guest Links
- Learn more about The Curling Group.
- You can connect with Nic Sulsky on X.
More Knup Sports Links
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