The Grand Slam of Curling, an elite touring series featuring the best men's and women's teams from across Canada and around the world, has been purchased by a new sports business venture group.

The Curling Group, led by CEO Nic Sulsky, has purchased ownership and operations of the Grand Slam of Curling from Rogers Sportsnet. The network will continue to be the exclusive Canadian broadcast rights holder.

“Being able to continue this legacy with Sportsnet is the most important thing we will try to build together. “This is important for the curling community, both athletes and fans,” Sulsky told CBC Sports.

“The Curling Group's intentions are correct. We will give fans and curlers a level of confidence that we will do this with the right passion and motivation. We love the game and [both] the curlers and fans who make this sport what it is today.”

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The new venture has some big names, including two-time Olympic champion John Morris and Olympic champion Jennifer Jones, who will retire from the four-person game at the end of this season.

Former NFL star Jared Allen is also part of the group. They will all be a part of helping shape the Slam going forward.

“I think curlers will embrace this and be very excited about the opportunity,” Jones said. “Our sport has so much potential and it's exciting to be a part of this and hopefully we can make a big impact.”

Rob Corte, Vice President of Production at Sportsnet, said remaining as the official broadcaster of the Grand Slam of Curling is non-negotiable, adding that it has been a key property in their programming plans for years.

“This is an incredible property for us and what we're really excited about is how the future will play out,” Corte said. “To be clear, the Grand Slam of Curling is not for sale but over the last while through conversations with Nic, and listening to his vision, we are starting to see what the future of the Grand Slam of Curling looks like and that is something Sportsnet wants to be a part of.

“This partnership will help grow the sport while allowing Sportsnet to do what it does best – provide world-class broadcasts and the most in-depth curling coverage to fans.”

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Provides a platform for curlers

Sulsky said the athlete's voice will be an important part of how they shape the Slam going forward, which is why curling legends like Morris and Jones were brought in in the first place.

“We need to provide a platform for curlers to take their place with the elite of international sport because they deserve to be there. They are a wonderful, interesting, fun and funny group of people. It's time the spotlight was on them.” Sulski said.

“We are going to explode this sport around the world, and I am so excited to start this journey with two of the greatest legends this sport has ever had.”

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Morris said that, given the many changes that will occur in the future, it is also important to stay true to many of the traditional aspects of the sport that draw fans to it in the first place.

Corte said viewership remains strong on Sportsnet as the final event of the season, the Players Championship in Toronto, begins Tuesday.

He said Sportsnet's Grand Slam of Curling numbers were up 16 percent compared to last season, with the 18-34 age demographic showing a 44 percent increase. Corte said the number of female viewers also increased 14 percent this season.

“One of the reasons why we've been so successful over the years is because it's done with curlers. They're the backbone of the sport. We make sure that we talk to them to understand the things that might make the game better,” said Corte.

“It all starts with respect – respect for the sport, the curlers and the fans. When you keep those things in mind as you move forward, and the right intentions, it will all work out in the end.”