U.S. Open of Surfing signs
deal with NIKE 0
Oregon-based firm will hold sponsorship rights to the annual Huntington Beach event, which drew 500,000 attendees in 2009.
The owners of the U.S. Open of Surfing have inked a multiyear agreement with Oregon-based NIKE Inc. for sponsorship rights to the annual Huntington Beach event.
The world’s largest professional surfing competition, slated this year for July 31 through Aug. 8, drew 500,000 onlookers last year. The number was a record high, according to Los Angeles-based IMG Action Sports, the event’s executive producer and owner.
The event brings $25 million into Huntington Beach, according to estimates by IMG Sports.
The 12-acre festival is held adjacent to the pier and also features skateboarding and BMX events, among other activities.
NIKE’s subsidiaries, including Hurley, Nike 6.0 and Converse, will maintain visual branding at the event.
“Some of our best creative work comes out of the collaboration of our three brands,” says Sandy Bodecker, vice president of global design and action sports for NIKE. “Our goal is to help transform the U.S. Open into one of the most exciting sporting moments of the summer.”
“Last year’s relationship with Hurley, Nike 6.0 and Converse provided a glimpse of the U.S. Open of Surfing’s true potential,” says James Leitz, senior vice president of IMG Action Sports, a division of IMG Worldwide. “The NIKE Inc. action-sports family raised the bar in all areas and continues an aggressive push toward excellence in 2010.”
The Huntington Beach venue is the only location in North America to offer combined six-star World Qualifying Series-rated men’s and women’s events. IMG Action Sports calls the competition a “pivotal point” in the Association of Surfing Professionals World Tour.
“As we saw last year, there’s no better ‘surf stadium’ than Huntington Beach,” says Bob Hurley, Hurley founder and chairman. “We’re always looking to improve the experience both in the water and on the sand, and we’re excited to continue working with Nike 6.0 and Converse to help make that happen in 2010 and beyond.”
The U.S. Open was founded in 1994, but the event’s roots go back to 1959 as the U.S. Surfing Championships.
Huntington Beach, also known as Surf City USA, is home to the International Surfing Museum, the Surfing Walk of Fame and the Surfers’ Hall of Fame.
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