Australia’s largest independent family-owned brewery Coopers has become the official beer sponsor of World Surf League Australia under a new three-year deal announced today.
The 160-year-old brewery’s sponsorship will primarily promote Coopers’ Pacific Pale Ale brand at the four marquee Australian World Surf League (WSL) events held each year with activations planned for both Challenger Series and Championship Tour events in four states.
Taking over from Corona, which remains a global partner of the WSL, but will no longer activate events in Australia, Coopers’ branding will be highly visible in the VIP and public bar areas at key events.
The company will also have access to the World Surf League’s significant digital profile.
Announcing the partnership, WSL Asia Pacific General Manager, Andrew Stark said Coopers was keen to promote its new beer brand and to be identified professional surfing, commenting “an independent, family-owned Australian company, Coopers has an authentic passion for where they’ve been and where they’re going, which aligns fantastically with the ethos of the World Surf League.
“We thank Coopers for their commitment to a three-year partnership with WSL and look forward to working with them.”
The first year of the deal will be focused on engaging the WSL audience through the four marquee events at Rip Curl Pro Bells Beach and The Margaret River Pro Championship Tour events, as well as The Boost Mobile Gold Coast Pro and the Sydney Surf Pro Challenger Series events with Stark explaining that this would involve traditional sponsorship strategies to get product into peoples’ hands and generate awareness of the new beer label.
Coopers National Marketing Manager, Kate Dowd added “we’re excited to be supporting the World Surf League over the next three years, an organisation for which we share similar values.
“As a proud Australian independent brewery, we have a strong appreciation for the Aussie coast and coastal lifestyle.
“Pacific Pale Ale’s refreshing, tropical flavour has resonated with the surfing community and we look forward to building this connection through the World Surf League.”
Coopers joins global beer brands Michelob Ultra Pure Gold and 805 as well as Corona.
Australasian Leisure Management has asked WSL whether beer sponsorship is an appropriate fit for surf sport.
Australasian Leisure Management’s concerns relate to alcohol consumption being a significant factor in coastal drownings as well alcohol consumption being illegal on beaches in Queensland and Western Australia as well as in local government areas across the country.
Images courtesy of WSL.
About the author
Nigel Benton
Co-founder/Publisher, Australasian Leisure Management
Nigel Benton is the co-founder and Publisher of Australasian Leisure Management, Australia and New Zealand’s only magazine for professionals in all areas of the leisure industry. Having established the magazine in 1997, shortly after his relocation to Australia, he has managed its readership rising to over 11,500 and its acceptance as the industry journal for professionals in aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues.
In 2020, he launched the new Asian Leisure Business website.
Among a range of published works and features, his comments on a Blog (blogspot) from 2007 to 2011, when this website went live in its current form, may be interesting to reflect back on.
Click here to connect with him via LinkedIn.
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