Elite surf sport attracts another alcohol sponsor

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.