Australia’s largest independent brewery Coopers will become the official Beer Partner of the World Surf League Australia thanks to a new three-year agreement between the two organisations that will commence in 2022.
The deal will see the 160-year-old family-owned brewery come on as the category partner at the four marquee Australian WSL events on both Challenger Series and Championship Tour across four states. The partnership will include all Coopers products but with a particular focus on the Pacific Pale Ale, its beer with the deepest connection to the coast and the coastal lifestyle of so many Australians.
“WSL is proud to be announcing this new partnership with one of Australia’s most iconic beer brands,” said WSL Asia Pacific GM Andrew Stark. “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.”
In year one of the partnership, Coopers will have coverage in the VIP and public bar areas at WSL Australia’s marquee events along with digital presence.
“We’re excited to be supporting the World Surf League over the next three years, an organisation for which we share similar values,” Coopers National Marketing Manager Kate Dowd said. “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 will be involved on site at the 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.
For more information, please visit WorldSurfLeague.com.
Established in 1976, the World Surf League (WSL) is the home of the world’s best surfing.
A global sports, media and entertainment company, the WSL oversees international tours and competitions, a studios division creating over 500+ hours of live and on-demand content, and via affiliate WaveCo, the home of the world’s largest high performance, human-made wave. Headquartered in Santa Monica, California, the WSL has regional offices in North America, Latin America, Asia Pacific, and EMEA.
The WSL annually crowns the men’s and women’s surfing World Champions. The global Tours and Competition division oversees and operates more than 180 global contests each year across the Championship Tour, the development tiers, including the Challenger, Qualifying and Junior Series, as well as longboard and big wave properties.
Launched in 2019, WSL Studios is an independent producer of unscripted television projects, including documentaries and series, which provide unprecedented access to athletes, events, and locations around the world. WSL events and content are distributed on linear television in over 743M+ homes worldwide and across digital and social media platforms around the world, including WorldSurfLeague.com.
WaveCo includes the Surf Ranch Lemoore facility and the utilizing and licensing of the Kelly Slater Wave System.
The WSL is dedicated to changing the world through the inspirational power of surfing by creating authentic events, experiences, and storytelling to inspire a growing, global community to live with purpose, originality, and stoke.
For more information, please visit WorldSurfLeague.com.
