Jim Beam has announced a new three-year partnership with Surfing Australia in a collaboration that positions the brand at the heart of Australia’s beach lifestyle.

There are more than 2.5 million active surfers and a further 6.2 million surfing fans in Australia and Jim Beam is aiming for the partnership to further reinforce its commitment to fostering community connections.

Trent Chapman, Marketing Director at Beam Suntory Australia and New Zealand said: “Jim Beam is an iconic brand that has celebrated the power of human connection for over two hundred years, going back to the front porch of the Beam family home where everyone was welcome. Our new global brand campaign puts our authenticity and warmth on full display and reminds audiences that there’s no feeling more special than being around other people.

“It is with great pride and excitement that we announce a partnership between Jim Beam and Surfing Australia. This collaboration represents a remarkable opportunity for us to get closer to Aussie communities and embed the brand within these aspirational lifestyle moments.”

As the Official Spirits partner, Jim Beam will support all key events, however, none bigger than the Hyundai Australian Boardriders Battle (ABB) National Series, which is the country’s biggest grassroots boardrider event, involving more than 75 local Aussie boardrider clubs, spanning eight state qualifying rounds and culminating in a grand final event in March 2024 at Burleigh Heads, Queensland.

Jim Beam will sponsor at both state and grand final rounds, integrating through on-ground activation, content creation and broadcast, while supporting boardrider clubs with their Jim Beam Team Spirit Award.

The sponsorship also extends to support the first-ever female only participatory surfing festival, Seas The Day, which after a successful first showing in 2023, will be returning bigger and better into 2024.

Surfing Australia Head of Partnerships Clarissa Pike said: “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 2023-24 has to bring.”

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