Exclusive: Surfing in Australia seeks to capitalize on Olympic success



Following surfing’s first appearance at the Tokyo Olympics this year, Surfing Australia CEO Christopher Mater explained how the organization plans to capitalize on the success and attention of the Olympics.

Talk to Ministry of Sports, Mater said the focus was on increasing the number of surfers across the country and the arrival of a main partner for the national surf team, the Irukandjis.

“We had our first Olympics, we sent the Irukandjis team to this fantastic event and came home with a bronze medal which was amazing for the surf,” said Mater. Ministry of Sports.

“We have had over 500,000 media impressions in Australia which is astounding and shows both Owen Wright’s popularity and media surfing.

“As summer approaches, one of the big programs we’re looking to promote is our Woolworths SurfGroms, which really aims to attract more young people to the sport of surfing.

“It is already one of the most important sports in Australia with over two million participants, but we cannot stop at that number, we want to develop it even more.

“The program is aimed at getting kids ages 5 to 12 to surf, and we’re doing that through our nationwide network of surf schools and great coaches, and that’s our big goal for the summer,” a- he declared.

Hoping to attract more business partners, Mater said, “We are in the market right now, we are looking for new partners, so to all of your readers, the invitation is here. “

“We have set up the Irukandjis partnership deck and we are trying to find partners.

“We are delighted to see what partners we can generate through the success of the Olympics,” he said.

Expanding to discuss the purpose of the wider organization and the challenges ahead as the Paris 2024 Olympic Games approach, Mater said the international surfing community continues to grow stronger and more. competitive every year.

“We’re a pretty diverse organization, we have a number of pillars…” said Mater.

“On the events side, we’re excited that COVID is behind us and is really putting on some amazing events next year, we have the Australian Boardriders Battle which is the biggest surfing event in Australia, and then we have all of our titles. Australians, which it is exciting to see happen again.

“On the high performance side, we are essentially starting our Olympic journey for Paris 2024, working with many athletes to prepare them for the best possible performances in two and a half years.

“We also have a media channel as a company around creating great stories.

“We just wrapped up a fantastic Channel Nine series called Rivals and we can’t wait to create it again next year.

“We are looking for Irukandjis partners in particular, this is a new opportunity and we are delighted that the right brand is joining us and making them the main partner.

“Finally, there is the high performance center, it’s the 40,000 square foot building that has trampolines, skate ramps, gymnasiums and full accommodation for our athletes who come to train here.

“As far as Paris is concerned, it is really about maintaining competition.

“Surfing is becoming even more global, 15 years ago people didn’t talk about Japan, France or Brazil as major threats.

“There is a range of new nations that no one has previously considered to be major competitors.

“Australia has a long history of being world champions and being the best and most dominant nation so our challenge is to stay ahead of these other countries and competitors,” he said.

When asked what advice he would give to other national sports organizations looking to capitalize on the growth opportunity offered by the Olympics, Mater said organization-wide preparation is crucial.

“You have to make sure all of your programs are in place, your participation programs, your events, your high performance and your media arm are all ready to take advantage of this influx of audiences who want to watch and get involved in your sport,” Mater said Ministry of Sports.

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