The World Curling Federation has revealed a new website and social media channel that will allow it to improve its audience-reach around the globe and enhance the user experience for its visitors.

The World Curling Federation has revealed a new website and social media channel that will allow it to improve its audience-reach around the globe and enhance the user experience for its visitors.


This has come about following a significant increase in traffic, to, in the lead up to, and since, the Olympic and Paralympic Winter Games PyeongChang 2018. Also, in that time, more users have been consuming the website’s content on mobile devices. *


This led to the appointment of the multi-award winning, Scottish based, Blue 2 Digital, in February 2019, who have since drawn upon their expertise to redesign the site, enhance its capabilities and cement it as the central digital hub for the Federation.

Communicating in China

Additionally, the World Curling Federation has deepened its media and marketing partnership with InFront Sports & Media, by appointing its digital division,, to introduce its first Chinese social media channel, Sina Weibo. Follow the new channel here.


With the Olympic and Paralympic Winter Games 2022 in Beijing, China, this is an opportune time for the Federation to enhance its communications capabilities in China, which have been restrictive up until now.


World Curling Federation President, Kate Caithness, said: “Curling is a sport dedicated to excellence, inclusivity and precision, and, as a result, we are delighted to offer our curling family the best facilities to follow world championships, to keep up-to-date with curling news and have access to the resources we offer them to grow the game.


“We are excited to see how the new website and Weibo channel increases the reach we can have as an International Federation, and, ultimately, get more people into curling, as the next Olympic and Paralympic Winter Games approach in just two and a half years’ time.

“Thank you to Atom AMPD who introduced our first website and have developed up until now and to Blue 2 Digital for developing the new website.”


First stage of implementation

The new website is now fully responsive across all devices and has a host of improved features including simplified navigation, a more precise search function and enhanced categorisation and tagging so that visitors can tailor content relevant to their country. A cleaner interface, which is image driven, allows for more striking illustration that shows-off curling.


Also, remains the place to find live, up-to-the-minute – Olympic and Paralympic standard – results data from championships.


These digital enhancements are just the first implementation of the organisation’s wider digital strategy. Other concepts and major projects, including the new World Curling Academy website and education materials, being built in partnership with the World Academy of Sport, are being developed.



Blue2 Digital is an award-winning digital agency that combines visionary thinking with reliable technical delivery. Headquartered in Broughty Ferry, Dundee, Scotland, its services include website design and development, digital marketing, and app. and software development. Our team is passionate about all things digital and we strive to develop innovative solutions to improve the way our clients do business. is a digital media company focused on the way data science and technology can create more personal experiences for users while growing audiences for content owners, bridges the gap between storytelling and technology, creating digital platforms and experiences to help global brands engage with audiences and monetise their investments. works with many of the biggest names in sports, media, entertainment, and active lifestyle, using data-driven insights to cater to audience passions and empower businesses to make millions of lasting impressions.


With offices across North America, Europe, and Asia, is proud of the impact it has helped create for elite organisations like the PGA TOUR, NASCAR, FOX, Chelsea FC, AS Roma, the International Ski Federation and the International Basketball Federation, among countless others. work with Beijing-based All Star Partner to deliver World Curling’s Sina Weibo channel.

All Star Partner is a Beijing-based digital branding and integrated sports marketing agency. All Star Partner’s mission is to help international elite sports properties expand digital presence and drive business growth in China. All Star Partner is driven by industry leaders, business strategists and creative thinkers who value the diversity of perspectives, efficiency in communication and providing of excellent client service.


All Star Partner’s extensive experience and resources in Chinese digital media, brand experience, events organising and commercial development has helped top global athletes and properties establish, expand and monetise their influence in China. All Star Partner’s rapidly expanding global network has also become an important asset to the current Chinese sports marketing landscape.

World Curling enhance digital offering to expand global reach