Ex-curling boss Greg Stremlaw faces huge challenges as new head of CBC Sports

When Greg Stremlaw took over the helm of the old Canadian Curling Association eight years ago, he faced some pretty daunting challenges.

That should prepare him for his new role as head of CBC Sports, which presents a challenge that makes what the curling body was facing look like a speed bump in comparison.

In a release issued Friday, CBC noted that  Stremlaw will lead its sports department as ``it implements its sports strategy, placing emphasis on multiplatform sports journalism, amateur sports and a collaborative partnership approach to marquee events."

That's quite a shopping list, especially considering that CBC Sports has been squeezed to the sidelines in recent years and is no longer the major player it had been for its first half-century. No doubt that was part of the reason why former head Jeffrey Orridge left the CBC for the CFL.

As for Stremlaw's plans, we'll have to wait to get more detail as CBC says he won't be available for interviews until later this month. So this statement, part of the CBC's release, will have to do:  "It is a privilege and an honour to be joining such a world-class team and an organization synonymous with broadcasting excellence. I am very proud to be a part of CBC Sports and look forward to helping to continue CBC’s tradition of exceptional sport coverage for Canadians."

There's no argument with Stremlaw's description of CBC Sports. When it does things, it generally does them  well. But continuing to do it well with shrinking resources will present a major challenge.

It may be a challenge beyond anyone at this point.

There's no indication that the federal government is going to increase funding. In fact. if the Conservatives get back in next month more cuts are sure to follow.

The network's major supplier of cash, Hockey Night In Canada, is no longer owned by the CBC. Instead of being the engine that ran CBC, Saturday night hockey is now used mainly to promote CBC's other properties. All of the ad revenue that funded CBC operations for years now ends up in Rogers' coffers.

There was a time, and we're talking only about a decade ago here, when all major sports were on CBC. It had the NHL, the CFL, the Grey Cup, Blue Jays baseball, the Toronto Indy and a seeming lock on the Olympics. At one point, it even had Raptors basketball.

Today, it's a mere shadow of its former self. Its only real revenue producer is the Olympics and these days CBC lands them only when Rogers or Bell aren't interested.

So what is Stremlaw going to do to reverse this awesome tide? Some of CBC's strategy makes sense. A multiple-channel approach is the way of the world for big events like the Olympics and CBC can't compete there. It can't begin to match TSN and Sportsnet's offerings. But it can strike partnerships with Rogers or Bell to win more Olympics and other major international events, the ``collaborative" approach it quotes in the release.

Stremlaw has shown that he can work with networks, securing curling's future with some good TV deals. If he can build strong relationships with TSN and Sportsnet, ones that work to CBC's advantage, he'll have won some of that battle.

But he has many hurdles to clear before CBC Sports can get back in the game. The biggest one, outside of the financial issues, is that Sportsnet and TSN have locked up most of the major sports on long-term deals. So there's not really a lot out there to restock the shelves with.

That could mean filling the holes left in the broadcast system, namely amateur sports. CBC does more than its share of amateur sports, but it could do a lot more. Witness the Pan Am Games, which saw CBC take a lot of flak for underestimating the public's interest. It needs to take events like that and the recent world track championships and give them the full treatment.

The problem there, though, is that amateur sports outside of the Olympics rarely make money.

Stremlaw has proven himself a strong manager, albeit one with sharp elbows. When he took over the curlling association it was more than $1 million in the hole. When he left, not only had it been rebranded as Curling Canada, but it had a $3 million surplus.

He's going to need that kind of financial acumen at CBC Sports, though there will have to be a few more zeroes added to those numbers.