• Loading stock data...
Wednesday, October 16, 2024
The Best Employers in Sports survey is now open! Take the survey

With Olympics Looming, Sponsors Jumping Aboard World Surf League

Aug 1, 2019; Huntington Beach, CA, USA; Caroline Marks, of the USA, competes during Round 3 of the Women’s Qualifying Series of the Vans US Open of Surfing competition at Surf Stadium. Mandatory Credit: Robert Hanashiro-USA TODAY Sports
With surfing making its Olympic debut in 2020, sponsors are jumping aboard World Surf League.
17-year old champ Caroline Marks. Photo Credit: Robert Hanashiro-USA TODAY Sports

Surfing will make its debut at the Olympics in 2020. With the sport’s global coming out party in Tokyo less than a year away, corporate sponsors are climbing aboard the World Surf League. 

Coming into 2019, WSL already had global sponsors such as Anheuser-Busch and Jeep. With the Olympics on the horizon, the league signed an array of new ad partners this year, including Harley Davidson, Boost Mobile, Red Bull, BFGoodrich and the New York State Division of Tourism.

Harley-Davidson, for example, became the official motorcycle of WSL. “From Wheels to Waves, it’s about what we ride,” declared the motorcycle giant in a video announcing the partnership. “Who we are comes alive — on the ride.”

Boost Mobile title sponsored the league’s opening event in Australia. General Manager Jason Haynes praised WSL’s decision to pay male and female surfers equal prize money.  

“The gender equity policy changes in surfing are important, they matter to our customers, competitors and the community at large,” Haynes said in a statement.  

Meanwhile, the WSL’s current TV and digital media deals with FOX Sports and Facebook expire after this year. 

WSL Chief Marketing Officer Pri Shumate confirmed she’s looking “across the board” at current and potential media partners.

“We have had incredible success with both Facebook and Fox. Facebook has expanded our audience in the digital universe in a huge way. Obviously, our linear audience has grown as well through Fox. Both of those have been incredible partnerships for us.”

The WSL hopes the Olympic spotlight can do for surfing what the Olympic rings did for snowboarding at the 1998 Olympics.

The two youthful sports have a lot in common. Like surfing, snowboarding was regarded as an outlaw sport back in the 1990’s. The traditional alpine sports establishment looked down their nose at snowboarders, even banning them from many ski resorts.

That all changed when snowboarding made its Olympic debut in Nagano, Japan in 1998. Fans loved the fearless, high-flying athletes and rock ‘n roll atmosphere. When budding superstar Shaun White won the halfpipe gold medal at the Torino Olympics in 2006, snowboarding went global. In the WSL’s ideal world, surfing would boast the same crossover appeal.

“Imagine the next Shaun White is a surfer? That’s the level of opportunity we feel we have,” noted Shumate. “And how amazing would it be if the next Shaun White were a female surfer? We have so many good storylines going into the Olympics.”

Among the intriguing young athletes poised for possible stardom: 17-year old Caroline Marks, the youngest female to ever compete in a WSL event. 

The Florida teenager stormed past three-time world champion Carissa Moore and seven-time champ Stephanie Gilmore to capture the Boost Mobile Pro event in Australia this year. 

Marks claimed the $100,000 first place prize as the WSL made good on its pledge to pay male and female pros equal prize money. 

READ MORE: Surf’s Up – And So Are World Surf League’s TV And Digital Media Rights

The surf world is also waiting to see whether 47-year old Kelly Slater will qualify for the Olympics. The 11-time world champion’s quest for gold would give NBC Sports a compelling storyline, particularly with middle-aged TV viewers who love watching the Olympics.   

“We think our No. 1 job with the Olympics is to elevate our athletes. Because our athletes are going to be the ones that make the bridge between the Olympics and the World Surf League,” said Shumate, who previously directed marketing for Nike’s global running business.

The oceans are inherently unpredictable. So WSL is not going to waste time obsessing about the surf conditions in Japan. 

During a test event in July, surfers were greeted by small waves, heavy fog and a sea turtle laying its eggs on the beach. 

READ MORE: World Surf League Rides Airbnb, Facebook And Jeep Partnerships Into Summer ’18

Shumate would be the first to admit Japan’s not a surf mecca compared to Southern California, the North Shore of Hawaii or the Gold Coast of Australia. But the show must go on.

“People are worried: ‘Are the waves going to be good?’ Well, I’m less interested in whether the waves are going to be good. These athletes are going to go in there – and they’re going to rip,” she said. “If we tell their stories right leading up to the Games, people are really going to fall in love with what the sport is. Which is very much about variability. And the unknown.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Jul 20, 2024; London, United Kingdom; The New Balance FuelCell MD-X spikes worn by Gabrielle Thomas aka Gabby Thomas (USA) in the women's 200m during the London Athletics Meet at London Stadium.

Olympic Sprinter Sues New Balance Over ‘Cracked’ Shoes

Khamica Bingham is a two-time Olympic sprinter for Canada.

College Football’s Most-Hyped Weekend: Networks Set to Cash In

NBC gets No. 2 Ohio State at No. 3 Oregon, while ABC has No. 9 Ole Miss at No. 13 LSU.

MLB Playoff TV Ratings Soar 41%, Fueled by Drama and Ohtani’s Debut

A potent mix of popular teams, Shohei Ohtani, and on-field drama combines to become a powerful attraction to viewers.
Hurdlers Masai Russell and Jasmine Camacho-Quinn in a race

Two New Wealthy Track Startups Are Feuding Over Athlete Deals

The Athlos founder went after his rival on social media.
podcast thumbnail mobile
Front Office Sports Today

Haason Reddick’s Holdout Continues With Top NFL Agent

0:00

Featured Today

Sep 15, 2024; Kansas City, Missouri, USA; Kansas City Chiefs fans celebrate after a touchdown by Kansas City Chiefs wide receiver Rashee Rice (4) during the first half against the Cincinnati Bengals at GEHA Field at Arrowhead Stadium.

‘This Is My Whole Life’: How Swifties Became NFL Superfans

The “Chiefties” have arrived. And they are “fully committed” to football.
Sep 21, 2024; Boulder, Colorado, USA; Colorado Buffaloes quarterback Shedeur Sanders (2) walks through Buff Walk before the game against the Baylor Bears at Folsom Field.
opinion
October 11, 2024

The NIL Era Is a Wild West. Is Anyone Surprised?

Amateurism is dead and college athletes are professionals. How’s that working out?
October 11, 2024

‘We’re Ready for FBS’: Sacramento State Is Serious About the Jump

How the Hornets got themselves on the short list of potential call-ups.
Duante' Abercrombie News Ch.4 interview
October 9, 2024

Tennessee State’s Ambitious Plan to Launch an HBCU Hockey Program

TSU has big plans, but the university is facing an existential dilemma.

Premier League Transfer Spending Has Already Topped $2 Billion As Deadline Looms

Saudi Pro League teams haven’t yet matched their English counterparts.
August 11, 2024

Passing of the Torch: Los Angeles Set for Olympic Firsts in 2028

The city last hosted the Summer Olympics in 1984.
Paralympics Tiktok
August 25, 2024

The Wildly Successful Paralympics TikTok Account Isn’t What You Think

A cheeky TikTok account is opening the world of Paralympic sports.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
August 1, 2024

Saudi Arabia Submits Bold World Cup Bid That Includes a Cliffside Arena

The Saudis are proposing a new stadium in a futuristic city called Neom.
John John Florence (USA) surfs in men’s round two competition during the Tokyo 2020 Olympic Summer Games at Tsurigasaki Surfing Beach.
July 29, 2024

Olympic Surfers Won’t Get Their Full Paris Moment

‘We’re kind of separate off on our own little thing over here.’
Teahupo'o Tahiti Surfing
July 26, 2024

Olympic Surfing Crashes on Tahiti Like a Wave

For Teahupo‘o’s locals, the Olympics are a mixed blessing.
July 25, 2024

Olympics: Despite Concerns, Star Athletes and Paris Spark Hope

Hope rises for a resurgent event after two pandemic-marred Olympics.