Team Homan

What Team Homan does

Team Homan is a privately-held professional women's curling team based at the Ottawa Curling Club in Ottawa, Ontario, Canada. The current roster consists of Skip Rachel Homan, Third Tracy Fleury, Second Emma Miskew, Lead Sarah Wilkes, and Alternate Rachelle Brown, coached by Heather Nedohin (as of the 2025/26 season). Rachel Homan and Emma Miskew have curled together for over 20 years, and the team has accumulated three World Women's Curling Championships (2017, 2024, 2025), five Scotties Tournament of Hearts national titles, an Olympic bronze medal at Milano Cortina 2026, and a record twenty Grand Slam of Curling titles. As of the 2024-25 season, the team holds the #1 position in the World Curling Team Ranking (WCTR).

The team's revenue model is anchored in three streams: (1) corporate and title sponsorship, led by a five-season title deal with AMJ (AMJ Campbell) beginning in 2024-25 described as the largest financial agreement in Canadian women's curling, supplemented by a roster of Canadian consumer brands including BOOST/Nestlé, Egg Farmers of Ontario, Rio Mare, HearingLife, Holo Taco, Goldline Curling, and Knix; (2) direct-to-consumer branded merchandise sold through the Team Homan Shop (Spreadshop storefront); and (3) brand-licensing arrangements producing the Team Homan Wine Collection (four SKUs at $25–$45 CAD retail, produced with Pillitteri Estates Winery) and Team Homan-branded alcoholic and non-alcoholic beers (produced with Lake of the Bays Brewing Company). Commercial operations are handled by Gravity Management (Co-Founder & CEO Jess Szabo).

Team Homan's go-to-market motion is event-driven and community-led, with competitive event performance at the Scotties, Grand Slams, Worlds, and Olympic Games driving brand visibility, fan engagement, and sponsorship renewals. Marketing channels span athlete-driven social media (Instagram, Facebook, X, LinkedIn, YouTube), an athlete-written content blog, promotional contests with partner brands, and direct fan engagement at venues. There is no proprietary technology platform; Team Homan operates as a services/brand entity in the professional sports category.

Name

Team Homan

Legal name

Team Homan

Website

https://teamhoman.ca

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Team Homan is a privately-held professional Canadian women's curling team based at the Ottawa Curling Club, three-time World Champions and Olympic bronze medalist, generating revenue through corporate sponsorship, branded merchandise, and licensed wine and beer products.

Ownership category

akta.pro rank

Product category

Professional Sports Team (Curling)

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121)

akta.pro primary industry

Winter Sports Teams/Clubs (Ski, Snowboard, Bobsleigh, etc.) (MPAKABAI)

Keywords

• Professional curling team
• Corporate sports sponsorship
• Branded athlete merchandise
• Licensed sports beverages
• Competitive curling events

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Title and Corporate Sponsorship: The primary revenue stream is corporate sponsorship. AMJ is the title sponsor for 5 seasons starting 2024-25 in the largest financial deal in Canadian women's curling. Additional sponsors include Boost, Egg Farmers of Ontario, Rio Mare, HearingLife, Holo Taco, Goldline Curling, and Lake of the Bays Brewing, among others, providing funding for training camps, travel, and team operations.
2. Branded Merchandise Sales: Team Homan generates revenue through branded merchandise (swag) sold via the official Team Homan Shop (spreadshop storefront) and Instagram/Facebook fan promotions. Products include apparel and accessories featuring the team brand.
3. Branded Product Licensing (Wine & Beer): Team Homan licenses its brand to produce co-branded products including the Team Homan Wine Collection (via Pillitteri Estates Winery) and Team Homan-branded beers (via Lake of the Bays Brewing Company), generating revenue through licensing arrangements.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Team Homan is a professional women's curling team that competes at the highest levels of the sport (Olympics, World Championships, Scotties, Grand Slams) and monetizes its competitive performance through corporate sponsorships, branded merchandise (apparel and accessories sold via the Team Homan Shop), and licensed co-branded consumer products (wine collection with Pillitteri Estates Winery, beer with Lake of the Bays Brewing Company). Commercial operations and sponsorship sales are handled by Gravity Management.

Differentiator

Problem solved

Functional benefit

Products and services

• Team Homan Branded Merchandise Apparel and accessories branded with the Team Homan logo and athlete branding, sold direct-to-consumer via the official Team Homan Shop (spreadshop storefront) and promoted through Instagram/Facebook contests. Targeted at curling fans and sports enthusiasts.
• Team Homan Wine Collection Premium four-bottle wine collection co-branded with Pillitteri Estates Winery (Official Wine Partner of the Canadian Olympic Team). Wines include The Guarded Red (Cabernet Franc Cabernet Merlot), The Club Rosé (Pinot Grigio Pinot Noir), The House White (Pinot Grigio Riesling blend), and The Final Stone Reserve Vidal Icewine. Available online at store.pillitteri.com and wholesale to curling clubs and licensed venues. Targeted at fans, wine collectors, and curling clubs.
• Team Homan Branded Beer (Lake of the Bays Brewing) Team Homan-branded alcoholic and non-alcoholic beers produced by Lake of the Bays Brewing Company under an exclusive partnership. Fans can purchase via lakeofbaysbrewing.ca. Targeted at craft beer consumers and Team Homan fans.

Quantifiable outcome

• Record of twenty Grand Slam of Curling titles — the most by any women's team
• +4 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core, flagship / title and minor.

• Pillitteri Estates WinerycoreGTM or Marketing Partner · 22 September 2025Pillitteri Estates Winery (Official Wine Partner of the Canadian Olympic Team) launched the Team Homan Wine Collection — a premium four-bottle collection (The Guarded Red, The Club Rosé, The House White, The Final Stone Reserve Vidal Icewine) celebrating Canadian excellence in curling and Niagara winemaking. The collection is available online at store.pillitteri.com, at curling clubs nationwide at wholesale pricing, and expanding to retail.
• HearingLifecoreGTM or Marketing Partner · 8 September 2025HearingLife (Canada's leading hearing healthcare service provider with over 350 clinics) partnered with Team Homan to raise awareness about hearing health. HearingLife branding appears on the back of Team Homan's jerseys throughout the 2025-26 campaign. The partnership includes custom content pieces and community-driven activations.
• Rio MarecoreGTM or Marketing Partner · 15 October 2024Rio Mare (#1 brand of Tuna in Olive Oil and Tuna Salads in Canada) is the Official Canned Seafood of Team Homan. The partnership includes uniform branding, social media collaborations, fan sweepstakes, and exclusive content connecting sport nutrition with health-focused living. The partnership was announced October 2024.
• Lake of the Bays Brewing CompanycoreGTM or Marketing Partner · 16 September 2024Lake of the Bays Brewing Company is the official beer partner of Team Homan, holding exclusive rights to produce Team Homan-branded alcoholic and non-alcoholic beers. The partnership includes uniform branding on Team Homan's official uniforms, fan-driven promotions, exclusive content showcasing the beer development process, and launch events. The beers launched in fall 2024.
• AMJ (AMJ Campbell)flagship / titleGTM or Marketing Partner · 9 September 2024AMJ (Canada's largest relocation/moving company, since 1934) became the title sponsor of Team Homan for five seasons starting 2024-25 in the largest financial deal in Canadian women's curling history. AMJ had supported the team since 2017, originally as a partner at the AMJ Shorty Jenkins Classic. The partnership includes uniform branding, exclusive fan content, and contests. The deal funds training camps across Canada and covers expenses to maintain elite ranking.
• Holo TacominorGTM or Marketing Partner · 13 August 2023Holo Taco (nail polish brand founded by Cristine Rotenberg, Simply Nailogical) partnered with Team Homan as the official nail polish of the team. Team Homan wears Holo Taco nail polish throughout the season, and Holo Taco branding appears on Team Homan's uniform pants. The partnership includes content series and fan contests.
• Egg Farmers of OntariocoreGTM or Marketing Partner · 11 July 2022Egg Farmers of Ontario has been a longstanding partner of Team Homan since 2017. The partnership renewal for the 2022-2026 Olympic quadrennial includes prominent logo placement on the left knee and upper front of Team Homan's uniforms, as well as branded social media content series including 'Let's Get To Know the Team'.
• BOOST (Nestlé)coreGTM or Marketing PartnerBOOST (Nestlé) is a sponsor of Team Homan providing high-protein nutritional products (BOOST Simply+, BOOST High Protein) to support athlete nutrition and recovery. The partnership includes blog content featuring athlete wellness journeys (BOOST wellness content series), promotional contests (2024 BOOST X Team Homan Contest), and product integration in team training narratives.
• Goldline Curling SuppliesminorGTM or Marketing PartnerGoldline Curling Supplies is listed as an official sponsor of Team Homan for the 2023-24 season, providing curling equipment and supplies.
• KnixminorGTM or Marketing PartnerKnix is the official off-ice apparel partner of Team Homan for the 2023-24 season, with fans receiving discount codes (TEAM_HOMAN_KNIXLOVE) for online purchases.
• UnitedWeCurlminorOthersUnitedWeCurl is a curling diversity and inclusion initiative whose logo appears on Team Homan's jerseys as part of the team's commitment to change the face and space of curling.
• Boostability / Boost.comminorGTM or Marketing PartnerBoostability (operates Boost.com, a health and wellness platform) is listed among Team Homan's sponsors, supporting athlete wellness and nutritional content.
• HearingLife CanadacoreGTM or Marketing PartnerHearingLife Canada (hearing healthcare service provider) is listed among Team Homan's corporate partners, with a formal partnership announced September 2025 to amplify hearing health awareness across Canada.

Scale indicators11 records

Expansion highlights4 records

Direct peers

• Team Hasselborg: Anna Hasselborg leads the Swedish women's curling team that has been a direct international rival to Team Homan at World Championships and Olympics, winning Olympic gold at PyeongChang 2018. Comparable as a top-tier national team program built around a marquee skip with sponsorship and licensing revenue.
• Team Gushue: Brad Gushue's Canadian men's curling team is a perennial Brier and Grand Slam contender with a multi-year title sponsorship and licensing deals. Comparable business model (corporate sponsorship + branded merchandise) even though it competes in the men's discipline.
• Team Tirinzoni: Silvana Tirinzoni's Swiss women's team is a multi-year World Championship contender and regular Grand Slam competitor against Team Homan. Comparable in structure as a national-team program with elite-tier performance, sponsorship income, and merchandise licensing.
• Team Einarson: Kerri Einarson is the reigning Canadian women's curling skip (post-Homan's team-succession era) and Team Einarson competes directly in the same Scotties, Grand Slam, and World Championship events as Team Homan, operating on a similar sponsorship-and-appearance-fee business model with corporate partners.
• Jennifer Jones Curling: Jennifer Jones is a six-time Scotties champion and 2014 Olympic gold medalist whose team competes in the same women's curling ecosystem as Team Homan, with comparable sponsorship structure and merchandise offerings for fans.
• Team Muirhead: Eve Muirhead (now retired) captained Great Britain's women's curling team to Olympic gold at Beijing 2022 and is a comparable elite skip brand with international sponsorship appeal and a competing women's curling merchandise ecosystem.
• Team Bottcher: Brendan Bottcher (former coach of Team Homan in 2024-25) leads Team Bottcher, a top Canadian men's curling program. Comparable as a Canadian elite curling program operating under a similar sponsorship + appearance fee business model, though in the men's discipline.

Broad incumbents

• Curling Canada: Curling Canada is the national governing body that runs the Scotties, Brier, and Olympic Trials and disburses national team funding. Relevant as the institutional counterpart governing the domestic competitive and commercial structure in which Team Homan participates.
• World Curling Federation: The World Curling Federation is the sport's global governing body that organizes the World Championships and oversees Olympic qualification. Relevant as the institutional counterpart that defines the competitive calendar and prize structure within which Team Homan operates.

Others

• Goldline Curling Supplies: Goldline Curling Supplies is a leading curling equipment manufacturer and a current Team Homan sponsor. Comparable as an adjacent commercial player in the curling merchandise ecosystem, intersecting with Team Homan's branded merchandise business.

Market position

Strengths1 record

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/TeamHoman
• Facebookfacebook.com/teamhoman
• Instagraminstagram.com/team_homan

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Team Homan