The Word Curling governing body has partnered with StreamAMG, the UK-based video and technology services firm, to relaunch its streaming platform – The Curling Channel – ahead of the 2024 World Junior Curling Championships in Lohja, Finland.

The service will utilize StreamAMG’s new Blaze platform, offering all of World Curling’s live and on-demand content.

Colin Grahamslaw, World Curling secretary general said: “As part of our new strategy of commercial and entrepreneurial growth, we were looking for a new platform that could significantly enhance the viewer experience and open up new markets to help us to generate a consistent income from streaming productions.

“Following an exhaustive process, we believe that StreamAMG is the right partner to help us drive that experience to new and larger audiences.

“This is the first phase of approach to making our content available to the world. This new platform gives us the opportunity to grow our streaming offering and make it the ultimate location for curling coverage.”

Hugo Sharman, chief executive at StreamAMG, added: “Curling is a sport that is growing in popularity all over the world and not just in its traditional regions. We are honored to be awarded the opportunity to be part of the sport’s efforts to grow and to form part of its new commercial direction.”

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The service will relaunch with the World Junior Curling Championships on Saturday (February 17).

StreamAMG’s Blaze platform is a streaming solution to “empower rightsholders and revolutionize the over-the-top [OTT] landscape,” launched in October 2023.

The company claims its new Blaze platform offers a “fast-to-market, cost-efficient, and future-proof” solution and has been designed with the needs of rightsholders in mind.

The Blaze offering intends to allow rightsholders to launch their own streaming service and reach audiences with “unprecedented speed.”

StreamAMG has developed OTT platforms for several sports teams and organizations in recent years.

Earlier last year, for example, it was appointed by the Curling Canada governing body to power its new streaming service.

StreamAMG previously secured several new clients in sports including ATP Media and its flagship streaming service Tennis TV, and Italian Serie A soccer club Inter Milan with their new Inter TV platform.

It has also created a global OTT service for the Canadian Elite Basketball League and partnered with international sports marketing agency Infront to develop a live OTT winter sports streaming platform in the US, which combines the vast swathe of rights that Infront represents through partnerships with various ski bodies.