A little southern exposure: Canadian curling gets a deal with ESPN

San Francisco 49ers' tight end Vernon Davis should be happy.

So should all curling fans south of the border. They're about to get much, much more curling on their screens, albeit coverage with a distinctly Canadian flavour.

U.S. sports giant ESPN and the Canadian Curling Association announced, today, that some 300 hours of TSN's curling coverage for this season will be available on ESPN 3. In fact, it's already starting, with the remainder of this week's Canada Cup, in Camrose, Alberta, being picked up by the network.

This, obviously, is kind of a big deal for the sport, which has its proponents in the U.S. - including Davis, who's been an honourary captain of U.S. Olympic curling teams in the past.

From the CCA's official release, today:

The reach potential is pretty darned big, but not as glamorous as you might think.

ESPN 3 is available in 95 million American homes, at least according to them, via streaming. No, it's not available to folks aimlessly flipping through their cable TV channels. No, it isn't coverage on the main network, nor is it even ESPN 2 (also known as "The Deuce,") but it is an incredible opportunity for the sport of curling to continue to investigate its possibilities in the U.S. market.

Right now curling is, at best, a strange if captivating thing to the vast majority of Americans. Interest in the sport seems to ramp up during each Olympic Games, with pretty decent ratings for what would be considered a fringe sport in most every state. It's possible many Americans tune in just to see just what this 'strange thing with all the yelling is,' However, that there is the potential to push the game forward with a deal like this is evident.

Exposure is always a good thing and this kind of spotlight may just lead to something more, should the on-line numbers prove enticing to ESPN. At the very least, American curling fans can now dive into more of their favourite sport, with top level competitions being delivered more readily to their laptops and smartphones, as opposed to just the odd mention when Ron Burgundy happens to show up, or when Mike McEwen makes an incredible shot.

ESPN is diving into curling coverage in the simplest way possible. They'll merely be simulcasting TSN's coverage of the Canada Cup, The Skins Game, The Continental Cup, The Brier and Scotties, as well as The Canadian Junior Championships.

The sky's the limit, as it is with everything like this. There is no guarantee the deal will lead to anything of bigger substance down the road, but why not dream about a day where Keith Olbermann is fronting curling highlights on a regular basis?