Surfing has always been tied to a strong sense of culture and lifestyle. For a long time, sponsorship in the sport was led mainly by core surf brands such as Rip Curl or Quicksilver. But nowadays, the cards have been reshuffled and a number of new players have joined the game.
Since joining the Olympic Games, surfing has gained global exposure and drawn interest from brands beyond the traditional surf world. As a result, sponsorship strategies are evolving, and brands are actively pursuing new commercial opportunities.
Quick Highlights:
- The global surfing market was valued at approximately $4 billion in 2023, with projections nearing $6 billion by 2032.
- The surfing Equipment Market, which includes surfboards, apparel, accessories, and gear was estimated at $4.13 billion in 2024.
- Surfing was among the 10 most-watched sports in Brazil during the Tokyo 2020 Olympics.
- The 2023 Rip Curl WSL Finals set a new record with 10.7 million video views, marking a 29% increase over the previous year.
- Hurley signed an 8-year, $30 million deal with John John Florence, one of surfing’s biggest contracts.
The Pillars of Surf Sponsorships
Surfing is nearly inseparable from the brands that helped define it. Companies like Rip Curl, Quiksilver, Billabong, O’Neill, and Hurley laid the foundation for what surf marketing looks like today.
Rip Curl remains a major force, backing iconic events like the Rip Curl Pro Bells Beach— the longest-running professional surfing competition in the world. Billabong, under Boardriders Inc., continues to support world champs like Italo Ferreira and rising stars like Bettylou Sakura Johnson. Hurley has also stayed active by partnering with both pro and influencer surfers, including Zoe Benedetto.
Newer surf-focused brands are making moves, too. Vissla and Outerknown, co-founded by 11-time World Champion Kelly Slater, are gaining traction by putting sustainability at the center of their business models. Last year, the brand released the first-ever shirt made of seaweed!
Sustainability isn’t just a trend in surf— it’s a strategic choice that resonates with the sport’s eco-conscious audience. Outerknown, for example, pledged to make 100% of its products circular by 2030 and already meets that standard with 75% of its fabrics.
The Rise of Non-Endemic Sponsors
While endemic brands still lead the space, non-endemic companies are gaining ground in surfing as the sport’s sponsorship value continues to climb.
Red Bull is a standout example. The brand supports athletes like North Shore surfer Mason Ho and creates original surf content and events such as Red Bull Magnitude. While not surf-specific, Red Bull’s deep roots in action sports like BMX and snowboarding give the brand strong credibility with the surf audience.
Corona, owned by AB InBev, has taken a more purpose-driven approach. As a global sponsor of the World Surf League, the brand aligns itself with ocean conservation through campaigns like “Protect Our Beaches.” These efforts show how non-endemic brands can break category norms and deliver messaging that resonates with surf fans.
Jeep entered the surf world in 2015 by becoming the official global automotive partner of the WSL. The deal included naming rights to the men’s and women’s Championship Tour rankings and introduced the “Jeep Leaderboard.” Jeep vehicles were awarded to WSL Champions, with branding featured prominently throughout events and broadcasts.
Navigating Authenticity and Exposure
Breaking into surfing isn’t about budget—it’s about belonging. The smartest non-endemic sponsors know surfers can spot inauthenticity instantly, so they invest in grassroots efforts, tell real stories, and show up for the community. Red Bull’s athlete-first model is a strong example, prioritizing partnership over pure promotion.
This is also what we focus on at Athelo Group. We’re proud to be driving this shift by helping athletes use authentic storytelling to build real and lasting connections with brands beyond traditional surf culture.
Brisa Hennessy’s partnership with Flamingo, a body care and razor brand reflects this approach. The collaboration shows how unexpected partnerships in surfing can thrive when they feel real to both the athlete and the audience.
What’s Next for Surf Sponsorship?
With climate change directly impacting the oceans, it’s no surprise that eco-conscious brands are stepping deeper into the sport. The World Surf League (WSL) has been carbon neutral since 2019, offsetting emissions tied to athlete travel, event operations. In addition, the organization launched its “One Ocean” initiative to engage fans and support conservation projects across the globe.
Technology is also becoming part of surfing’s everyday rhythms as more surfers are using smartwatches, AI surf forecasts, and drones to capture their sessions.
Athelo Group sits at the intersection of these shifts, helping brands tap into surf culture through partnerships that are both purpose-driven and tech-forward. As the sport evolves, we’re building strategies that reflect where surfing is headed, not just where it’s been.