The media and marketing partnership between Infront, the sports marketing agency, and the World Curling Federation (WCF) governing body has been extended until 2030, it has today been announced (May 4).

The partnership, which began in 2008, has today been extended through the next two four-year Olympic Games cycles and will see Infront “continue its event marketing role” for the World Men’s, World Women’s, and European championships, while also managing media rights in select international markets.

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The agency’s services will also now be incorporated into the new Pan-Continental Curling Championship, which will launch in November this year.

The previous deal between the pair was about to expire before the striking of this renewal, which now takes the relationship through until the end of the 2029-30 season.

For the first time, the collaboration between the Scotland-based WCF and Infront will also include the establishment of a digital and data working group aimed at enabling “constant improvements and optimization of measures in the commercialization of events.”

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The new partnership also “allows Infront to provide consultation on additional championships on a case-by-case basis throughout the length of the contract”, the agency has said.

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Kate Caithness, president of the World Curling Federation, said: “Infront are a driving force behind many of our long-standing marketing partners and this contract renewal puts the federation in a position to continue to grow and enhance that aspect of our championships and bring in further exciting partners to our sport.”

Stefan Krauss, Infront’s vice-president of winter sports, added: “is enjoying a wave of popularity once again as it looks to build towards the next Olympic Winter Games and I look forward to seeing how we can jointly leverage that interest and build on the commercialization opportunities we have already created.”

The WCF also has an ongoing partnership with iX.co, the digital media subsidiary of Infront.

The duo first teamed up in August 2019, with the launch of a WCF channel on Sina Weibo, the popular China-specific social media channel. It is the WCF's most-subscribed channel, with 95,000 followers.