Elite surf sport attracts another alcohol sponsor

September 25, 2023

Nigel Benton

Aquatics / Marketing / Sport / Wellness /

Surfing Australia has announced a new three-year partnership with Jim Beam that sees the bourbon whiskey brand becoming the sport’s official spirits partner, providing support for key events including the Hyundai Australian Boardriders Battle national series and the Seas the Day surf festival, the first-ever female-only participatory surfing competition.

The new partnership follows the World Surf League (WSL) attracting Coopers Brewery as its official beer sponsor for WSL Australia events.

However, the sponsorship appears at odds with statistics that show that alcohol is a major factor in drownings of adult males and other findings that have repeatedly questioned how sporting endorsements normalise alcohol consumption.

Announcing the partnership, Surfing Australia stated “this collaboration strategically places the brand at the centre of beach lifestyle moments, a passion shared by over 2.5 million active surfers and 6.2 million surfing fans in Australia.

“It also reaffirms Jim Beam's commitment to nurturing community connections, creating a platform that immerses the brand in the heart of Aussie culture - a culture that revolves around our love of the beach and enjoying the sun with friends”.

Announcing the partnership, Surfing Australia's Head of Partnerships, Clarissa Pike stated “at Surfing Australia, we understand the profound role that community plays in Australian beach culture.

“With Jim Beam’s history of celebrating and fostering community, and their clear passion to support Surfing Australia at a grassroots level right through to our tentpole activations, this collaboration is something we truly feel invigorated by, and look forward to what summer has to bring.”

Image: Supplied.

About the author

Nigel Benton

Co-founder/Publisher, Australasian Leisure Management

Born in the English county of Dorset, Nigel Benton is the co-founder and Publisher of Australasian Leisure Management, Australia, New Zealand and the Asia-Pacific’s only magazine for professionals in all areas of the leisure industry and the www.ausleisure.com.au website - the go to news resource for industry leaders and professionals.

With a long-term commitment to communicating all that is best about the leisure industry (aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues) his career has been defined by an ability to develop and implement industry communications.

Starting his career working in heritage visitor attractions and then adventure travel in Africa and the Middle East, an interest in writing about his experiences led to his change of career into magazine journalism and publishing.

In addition to publishing, Nigel speaks on marketing communications at a range of industry events.

He was made a Life Member of the World Leisure and Recreation Association in 2006 and is a Fellow of the Royal Geographical Society (London).

In 2020, he launched the new Asian Leisure Business website.

As of October 2024, he was inducted into the Australian Fitness Awards Roll of Honour at the 2024 AUSactive National Awards.

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.

His philosophy on life is to be kind to all and to indulge those that you love.

His passions include family, Newcastle United and motorcycles (especially British ones) as well, until February 2025 when she left us, caring a little pug named Stella.

Click here to connect with him via LinkedIn.