Olympians Simmerling, Labbé and AG Sports to join Curling Canada for upcoming season

Curling Canada is adding two new Olympians to its team for the 2022-23 season, but you won’t find them on the ice. 

Curling Canada is pleased to announce its partnership with female-powered sports agency AG Sports and welcome Olympians Georgia Simmerling and Stephanie Labbé as curling ambassadors for the upcoming season. 

Simmerling is a four-time Olympian, having competed at two Summer Games and two Winter Games. She became the first Canadian to compete in three different Olympic sports: alpine skiing, ski cross and track cycling. After retirement, she created AG Sports, a new female-based sports agency to help build the brands of Canadian female athletes.

“AG Sports is looking forward to creating a partnership with Curling Canada that will bring the sport of curling to new audiences in numerous exciting ways this season,” said Simmerling, Founder & CEO of AG Sports.

Simmerling and Labbé took an interest in curling during the 2022 Olympic Winter Games and quickly fell in love with the athleticism, strategy and grace required to play the game. The pair went to the 2022 Tim Hortons Brier in Lethbridge, Alta., and soon became life-long fans of the game.

“I am really excited for this partnership to continue bringing more Canadian eyes to the sport I fell in love with. Canadian curling fans are some of Canada’s most loyal fans, and I’m excited to join the fam,” said Stephanie Labbé.

AG Sports values authenticity, inclusivity and empowerment, which are in sync with Curling Canada’s ongoing initiatives to develop healthy participation in curling by finding new and engaged audiences. Simmerling and Labbé’s backgrounds and experiences open new avenues to share the game with Canadians through a different lens while showcasing the sport to Canadians who may not have considered trying the sport or attending a live event.

“Partnerships built on a level of trust and authenticity will thrive, and that is why I am excited to welcome AG Sports into our plans for the upcoming season. Georgia and Stephanie developed a genuine interest in curling, and their story resonates for many Canadians,” said Curling Canada CEO Katherine Henderson. “It is empowering to see these young women build their brands within a male-dominated sporting world and become role models for many Canadians.”

Simmerling and Labbé will be on-site at Season of Champions events, starting with the 2022 PointsBet Invitational from Sept. 21-25 at Willie O’Ree Place in Fredericton. They will be engaging with fans and athletes while sharing their experiences at the event through their personal social media channels and Curling Canada’s.

Follow Simmerling on Twitter and Instagram. Follow Labbé on Twitter and Instagram.

They are also the first two celebrities confirmed to partake in the Celebrity Invitational on the Friday night of the event, following the Elite Eight round. The event will feature numerous Canadian celebrities participating in four-end exhibition games with elite curlers. Stay tuned for more details about the Celebrity Invitational next week, including a complete list of participants and how to watch.