Jared Allen's Unique Journey into Curling: From NFL Star to Olympic Aspirant
Jared Allen, a former NFL star and four-time All-Pro defensive end, is taking an unexpected and thrilling detour into the world of curling—a sport he believes is the perfect contrast to his high-intensity football career. What started as a playful bet after his retirement has since blossomed into a genuine passion. Allen, who played for the Kansas City Chiefs and Minnesota Vikings, bet a friend that he could make it to the Olympics. His chosen path to Olympic glory? Curling. Little did he know, this lighthearted challenge would ignite a deep love for the sport, one that would ultimately lead him to become a vocal advocate for its growth.
A Journey Fueled by Passion and Playfulness
Allen's journey into curling began with a simple bet but soon turned into a mission to spread awareness and enthusiasm about the sport. What made curling appealing to Allen was the contrast it offered to the intensity and violence of football. The game’s focus on strategy, skill, and finesse intrigued him, and the more he practiced, the more he fell in love with it. He didn’t just want to compete; he wanted to grow the sport, especially among his NFL peers.
The former defensive end took it upon himself to recruit other former NFL players to join him in his curling endeavors, forming an unlikely team. Notable players like Marc Bulger, Keith Bulluck, and Michael Roos joined Allen in his curling pursuit. The team began practicing on makeshift ice in Nashville, where Bulger established Tee Line Curling, the city’s first curling club. As word spread, more NFL stars, including George Kittle, Trent Taylor, and Robert Tonyan Jr., also became interested in the sport. These high-profile names have played a key role in bringing greater visibility to curling, especially within the NFL community.
For many former athletes, curling has proven to be an accessible and enjoyable sport. NFL players, known for their physical prowess, find curling’s strategic element both challenging and exciting. T.J. Hockenson, another NFL player who’s taken to the sport, expressed his love for the competitive nature of curling, even though he may not yet be an expert. This growing involvement from athletes across different sports is helping to shift public perception of curling from a niche interest to a more mainstream activity.
The Business Side: Elevating Curling’s Presence
Beyond his personal involvement, Allen is working to change the landscape of curling in the United States. In 2024, he and a group of investors secured more than $6.5 million in funding for The Curling Group. The newly established company now owns and operates the Grand Slam of Curling, an international series of curling events that Allen believes will play a major role in the sport’s expansion.
Allen is particularly focused on bringing a fresh and dynamic approach to the marketing and promotion of curling. While the sport has steadily grown in popularity following the U.S. team’s historic gold medal win at the 2018 Winter Olympics, Allen feels that curling has been underappreciated and that its potential is still untapped. He envisions a future where curling enjoys a larger fanbase, particularly in North America, and becomes a more widely recognized and celebrated sport.
One of Allen's key goals is to inject more emotion and personality into the sport’s culture. Curling has often been seen as a reserved, almost stoic sport, but Allen believes that injecting fun, flair, and social interaction into the game will attract a more diverse audience. The Curling Group is working to revamp the sport’s image by embracing its social elements. For instance, they’ve invested in creating podcasts like "The Broom Brothers" and expanding live streaming options for curling events. They've also introduced fun activities, such as karaoke events after matches, which help emphasize the community-focused, lighthearted nature of the sport.
This strategy mirrors the transformation seen in other sports, such as golf, where events like the Waste Management Phoenix Open have introduced a more vibrant, fan-centric atmosphere. By making curling more entertaining and relatable, Allen and his team aim to attract a younger, more diverse crowd.
Balancing Tradition and Modernization
While Allen and The Curling Group are pushing for changes, they also recognize that tradition is a core element of curling, particularly in Canada, where the sport has deep roots. Nic Sulsky, CEO of The Curling Group, has acknowledged the delicate balance between honoring the sport's traditions and meeting the evolving demands of modern audiences. However, both Sulsky and the players understand that the key to curling’s growth lies in modernizing its marketing and presentation.
Brendan Bottcher and Emma Miskew, two top Canadian curlers, also see the need for change. They believe that curling’s competitive and challenging nature is often underappreciated by the public. Their involvement with The Curling Group’s efforts to expand the sport’s reach reflects a shared understanding that the sport needs to be marketed in ways that capture its complexity while also making it more approachable and enjoyable for a wider audience.
The Future of Curling: A Sport on the Rise
Jared Allen’s journey from NFL legend to curling ambassador is a testament to the growing appeal of the sport. His initial Olympic aspirations may have sparked his interest, but his deep passion for curling and its untapped potential are now the driving forces behind his involvement. Through his efforts to elevate the sport both on and off the ice, Allen is helping to reshape the perception of curling, making it more dynamic and appealing to a broader audience.
As more people are introduced to curling through initiatives like The Curling Group’s podcasts, live streaming events, and social activities, Allen is confident that the sport will continue to grow in popularity. What started as a whimsical bet is now a genuine mission to bring curling into the mainstream, where it can thrive both competitively and commercially.
For Allen, the true joy of curling lies in sharing it with others and watching the sport evolve. Whether or not his Olympic dreams come to fruition, one thing is clear: curling is on the rise, and Jared Allen is leading the charge.
