The World Surf League’s title partner for the US Open of Surfing will bring some financial savviness to the annual event.
Wallex.US, a digital payment platform, was named the title sponsor for this year’s competition, which runs July 29 through Aug. 6 in Huntington Beach, California.
The company allows users to send payments internationally, in addition to sending and receiving cryptocurrencies.
“We play a vital role in the highly anticipated launch of Wallex.US, a brand that understands the potential of the world’s largest surfing event as a platform for a big summer debut,” said WSL Chief Revenue Officer Cherie Cohen in a statement to SES.
The deal is currently for one year, according to a WSL spokesperson.
“Surfing is a global sport with a community that travels the world chasing waves, making Wallex.US an exciting partner for the league and our fans,” Cohen went on to say of the new title sponsor.
The announcement comes after Vans confirmed in February it would not renew its title sponsorship deal for the US Open of Surfing as it looks to focus on pumping more of its marketing dollars into company-owned, branded events. That includes the Vans Showdown, Block Party, Vans Pipe Masters, and Duct Tape Festival.
Vans became title sponsor in 2013, succeeding Hurley in the deal.
The Wallex US Open of Surfing, which is presented by Pacifico, will also include a number of industry names partnering with the WSL on the event, including Hurley, Yeti, Aloha Collection, Huntington Surf & Sport, Jack’s Surfboards, Nixon, and Pura Vida.
The competition marks the fourth stop for the World Surf League’s 2023 Challenger Series and is the kick-off stop for the WSL Longboard Tour.
The event’s weekend entertainment lineup includes a performance by freestyle motocross group Nitro Circus.
Kari Hamanaka can be reached at kari@shop-eat-surf-outdoor.com.
Editor’s Note: For more on what Hurley said about a US Open sponsorship, click here, or here for Vans’ take on sponsoring the event.
