Curling, a sport that many Italians had never heard of before the Turin Olympics, has turned out to be a surprise hit with the host nation's public.
Millions of viewers are tuning in to follow the fortunes of the two Azzurri teams, which are outsiders in both the men's and women's tournaments.
The viewing figures are well beyond the most optimistic forecasts of state broadcaster Rai.
Experts say the Italian public is discovering that, far from being the dull spectacle it expected, curling is an
intense, complex sport, a sort of chess on ice. They are also learning to appreciate the skill of competitors who need to be physically fit and mentally strong to stay on top of their game for up to three hours.
Italians are seeking out the sport on the internet too.
On Wednesday afternoon, almost 3,700 of them - seven times the number of registered curling players in Italy - were playing an online version of the game. The glamour factor has helped stir curiosity. Many wanted to know what people like Britain's Princess Anne and Cherie Blair, the wife of Premier Tony Blair, who both came to the town of Pinerolo near Turin to watch games, found so fascinating.
Although the Italian teams have no realistic medal hopes, they have responded well to the unexpected limelight. The Azzurri men won their first ever Olympic match on Tuesday, beating Germany 9-8 in a gripping encounter that went to an extra end.
"This time Italy does not pay for the drinks," read a headline in sports daily La Gazzetta dello Sport, referring to the tradition in curling for the losing team to buy the first round at the post-match get-together.
"It's an incredible emotion. We had beaten Germany at the World Championships, but a victory at the Olympic Games on home soil is something else," Marco Mariani, a member of the team, told daily newspaper Corriere della Sera.
The women did not want to be outdone and notched up their first victory on Wednesday, a 6-4 win over Russia.
Italian enthusiasts now hope that the interest generated by the Games will help the sport take off here when the Olympics are over.
