As Surf Expo celebrates its 50th anniversary, the organization is strengthening its team by bringing on an industry veteran. Matt Yates has been appointed as the sponsorship and new client sales manager, a role designed to expand opportunities for show exhibitors and other companies across the coastal lifestyle, surf, gift, and active outdoor space.
Matt brings more than two decades of experience in media, in‑person events, and digital marketing to his new role. His background includes extensive work helping brands grow through thoughtful partnership development, strategic marketing conversations, and a deep understanding of how buyers engage across digital and event environments.
In his role with Surf Expo, Matt will oversee new client relations and sponsorship opportunities, focusing on building meaningful connections and creating programs that elevate brand visibility. He will continue his work supporting Shop Eat Surf Outdoor media sales as well.
By leveraging Yates’ extensive experience in facilitating meaningful business conversations, Surf Expo aims to refine how brands tell their stories and connect with retailers. With a foot in both Surf Expo and Shop Eat Surf Outdoor, Yates is positioned to offer a comprehensive perspective on the market, benefitting partners across the board.
“I’m really excited to be joining the Surf Expo team while continuing my work with Shop Eat Surf Outdoor,” Yates said regarding the appointment. “Both platforms give me the chance to help brands and service providers connect with the right customers and tell their story in meaningful ways.”
Yates emphasized the unique atmosphere of the trade show as a key driver for his enthusiasm.
“Surf Expo has such an incredible energy and long-standing community, and I’m looking forward to contributing to something that brings so many people together to grow, discover, and do great business.”
New Surf Expo Initiatives on the Horizon
The appointment comes at an exciting time for Surf Expo. Roy Turner, Surf Expo show director and Emerald SVP, noted that Yates’ arrival aligns with the show’s milestone year and future projects.
“We are thrilled to welcome Matt to the Surf Expo team as we continue to celebrate our 50th anniversary this year,” Turner said. “His unique sales background makes him the perfect fit as we look to add exciting sponsorship and media opportunities for our exhibitors and attendees.”
Turner also hinted at specific upcoming projects that Yates will likely influence, including a revamped Surf Expo Magazine scheduled to debut for the September 2026 Show.
