Surfing business. ESG values, WSL showcase and Brazil, the new surf nation

Sports Value strongly believes in the surf as a modality that can change positively the world. The surfer needs nature, and the environment is preserved when more surfers are at the sea.

Surfing is notable ESG!

Today we will talk about the surf business, the World Surf League (WSL) and the Brazilian Storm.

World surfing moves more than US$ 4 billion in product and equipment sales according to the Global Industry Analyst. Possibly this number is much higher, when integrated into the surfwear sold outside the specialized retail.

The greatest surf′s strength is its lifestyle.

Surf in the world

According to data sent to the IOC by the International Surfing Association (ISA) to recognize surf as an Olympic modality, there are more than 23 million surfers in the world.

Surfers- By country- In millions

More optimistic estimates 35 million practitioners. Modest compared to other traditional modalities, such as football with almost 300 million practitioners, but with much more added value, and marketing impacts.

The surf′s strength is exactly by the huge number of sports fans, who are not surfers; many sponsors earn a lot of money connected to surf′s lifestyle.

Healthy habits, youthful image, natural environment values, happiness, are all inherent to surf, and very difficult, to find in the traditional modalities.

And women's surf is a great driver to the sport growing, with much more space for the sport's female idols.

From a marketing perspective, surf is unique!

Apple TV + has an amazing doc about surfing competitions, the Make or Break, in partnership with the World Surf League

The doc has two seasons and shows the global surf impact, the top athletes life history and the sponsors′ great interest in the league, from different sectors.

World Surf League

WSL is the organizing body of professional surfing competitions. Currently the entity lives a great moment, with a new generation of brilliant surfers, many coming from Brazil.

In the women competition, the WSL has been doing a wonderful job, with plenty of space for women.

WSL has great idols of global women's surfing as the Australians Stephanie Gilmore and Tyler Wright, the Hawaiian Carissa Moore,?the French Johanne Defay, the Brazilian?Tatiana Weston-Webb and the the Costa Rican Brisa Hennessy

WSL represents the most wonderful surf spots of the land, with perfect waves and high potential global tourism impacts connected to the business.

Hawaii, California, Australia, Tahiti, Brazil, Portugal, South Africa, El Salvador competitions in different paradises on earth.

WSL has grown into sponsorship and activation agreements in addition to sponsorships from endemic brands such as Rip Curl, Billabong or Quiksilver.

Great current examples of brands exploring the connection with surfing: Red Bull, Hurley, Jeep, Corona, Oakley, SHISEIDO and Havaianas.

The Brazilian flip-flop brand Havaianas, with strong global appeal, has expanded its relationship with WSL, thanks to the strong positive impact for the brand.

Brazil, the surf nation

Brazil has more than 8,500 kilometers of beaches and traditionally the country has always been very important for the sport in the world.

But nothing compared to what's happened in the last few years. The passion for surfing has changed levels and the future is very exciting.

Great idols such as Adriano de Souza, Gabriel Medina, ítalo Ferreira, Felipe Toledo, all superchampions have greatly boosted the sport in the country. Recent titles have placed Brazil as the world surfing epicenter.

Currently the surf industry in Brazil moves US$ 1.4 billion and will grow a lot, if local actors see the Brazilian Storm as a magical moment that should bring structuring projects to the country, seeking its sustained development.

In the last ten WSL′s ?editions, six were won by a Brazilian surfer. It is currently the most dominant sport in the country, far more powerful than football national team.

Another great Brazilian name is Tatiana Weston-Webb, with clear potential to win the WSL championship.

According to data from Ibope Repucom in 2013, about 23% of Brazilians liked surfing and in 2022 this rate reached 41%. ?

More than 45 million people, with more than 18 years old who are connected to the internet.

About 58% of surf fans in the country are between 18 and 39 years old.

Interested and very interested - Surf in Brazil- Million + 18 y.o.

The growth in a decade was 221%. A WSL stage in Brazil reaches 50,000 people in the sand.

If considered all who like the surfer lifestyle the total number of Brazilians can surpass 54 million people.

Erik Logan, WSL′s CEO ?in an interview to Exame magazine spoke about the Brazilian market strength:

"Brazil is one of our priorities and is also a model for the rest of the world of how surfing can also be a cultural movement. There is a cultural relevance to surfing in the country, it is something powerful, which allows us to observe and try to replicate in Central America, the USA, Europe, Africa."

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